I would never bust out my e-cig in a k-mart or the middle of a mall or something. Sure I've been tempted after 2 hours in a wal-mart and I'm only as far as aisle 4, but still, it just doesn't make sense. I started vaping because it's generally assumed that it's healthier, and pays for itself after a few months (which it does, unless you go and buy several blu kits or mods in those months).
Now that said, I have vaped in Home Depot outside garden, or the restroom, and I have been really tempted to take a couple puffs inside movie theaters (transformers 3 is a LOOOOONG movie) or in a restaurant. I don't see why the ignorance of others should penalize us. The exhale product actually smells quite good and it's harmless. The only thing holding us back is the fact that it LOOKS like we're exhaling smoke. A fact that most of us really like and will eventually be our downfall. How dare that person blow out smoke and then say that it's harmless???
That's why we need a reasonably good juice/atty combination that tastes and feels like we're hitting some 24mg dekang, but not produce vapor. You know, for those days when you're in the movie theater and you really just want to take a monster vape during the scene with Rosie Wheatley's ... in it; without getting into an argument and missing the eye candy.
On the other hand, we also need a general public that can tell the difference between a GLV with a stainless carto, or even a 510 with a manual pushbutton, and notice that the vapor.... DOESN'T SMELL like smoke before they try to woft it away and cough.