Guess I'm lucky, friends-wise. Non-smoking friends all love that I'm vaping and congratulate me like I've quit smoking (which is technically true though I joke that I basically feel like I've only switched brands, it's been so easy for me. Incidentally, I'm a 2-pack-a-day full-flavor 100mm smoker for 40+years, when I tell you it's been not only painless but fun to switch to vaping.)
Non-smokers (so far) have NEVER brought up the old, "but you're still on nicotine" negativity. Then again, I don't have people like that it my life anyway -- who're always trying to discount whatever you do or achieve, big or small. Bores.
My smoking friends ALSO love that I'm vaping and are intrigued and full of questions and beginning to take it seriously, now that I've had such an easy time of quitting smoking (not one analog since I got my V4L kit over a month ago -- and haven't even wanted one). They know what a heavy smoker I was. Their smoking with me or in groups doesn't bother me in the least.
I'm not germophobic, so I'm happy to give people a puff or two if they're interested. That, plus talking about the cost savings and the flavors, seems to sell them on e-cigs. Then I send them to ECF to research everything and from there they're on their on.
I've only been vaping a little over a month, but NO negative reactions from anybody anywhere -- even in restaurants, department stores, etc. (Of course, in those settings I'm not making ostentatious displays of vapors, either. Just inhaling a puff now and then, letting it disappear inside me. If anything, I guess, strangers and store managers might subliminally think I'm using an asthma inhaler or something. I've actually vaped and had people at the same restaurant table not even notice I'm doing it.)
Good luck and enjoy!