I use the ECHO. Yeah the led on the auto batt's are way bright, however if I want to be discrete I'll cup the end with my hand. For the most part I don't care about the looks from some people, in fact a lot ask about it. If they're tobacco users I'll take the time to explain what it is in more detail, most of these folks are keenly interested after the conversation. Especially when they learn they can use specific juice flavors, strengths, etc. Get em' off those analogs!