ok you've been using the same atomizer for 2-3 weeks debating on whether or not to replace it with a new one...performance drops and drops until you finally say ok to hell with it and pop in a brand new one. I like that feeling when you take your first few puffs off the brand new one, nice smooth draw, the taste is great and the vapor cloud just boils out of them. It makes you go "oh yeah, i really love these ecigs". Would be nice if they stayed that way for longer but I'll take what I can get. I might start replacing them once a week just to avoid constantly messing with them. Not sure about other ecigs, but the 901 flavor just doesn't hold that "brand new" taste for much longer than a week. They do last longer than a week, but that's when I start noticing the taste change and slight vapor decrease. It will be more expensive, but I think it would make for a much more enjoyable vaping experience if your atomizers are always in top shape. One good thing is, you'll have plenty of spares in case you run out of fresh ones. Even at 1 a week it's still reasonable (35-40 bucks a month for atomizers).