There may be two things (among others) to consider here. The first concern I have is the perpetuation of the cheap analog looking PV with a poor battery life and a poor performance. Even though you may say that that will increase ecig awareness I am fearful at what cost. Additionally, BT, seeing that there is a growing acceptance of what must be, for them, a terrifying competitive threat, will throw there considerable financial resources into capturing the market. I can envision attys by Emerson Electric, batteries by Duracell, ejuice from Dow Chemical (yikes!). This may improve performance, but (ever being the entrepreneur) could possibly kill off any more innovation of the ecig.
The second concern I have is the possible regulation of the market by government sensing a windfall revenue stream. This may or may not be a heavy downside as the government would then have to call off its attack dogs (FDA, EPA, etc.) and rein in the "experts" (WHO, AMA, etc.). Maybe someone from CAASA (sic) could chime in here and give us a more accurate prognostication on potential outcomes.