I asked the Brick and mortar clerk about the ceramic coil and was told they take a long time to warm up so if your using an ego style battery you have to hold the fire button for 4 seconds or so then release it and then fire and puff. The eGo style stick batteries usually have a 7-10 second max fire time to protect against shorts. Also in cold weather they are harder to get warm enough to vape.
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ceramic wick is still new, and not in commercial production
the b&m guy didn't know what you were talking about and he 'improvised' - sales pitch.
you can hold the button down to start warming up the coil before you vape; depends on your setup. it's not some kind of norm or anything; on a high resistance coil, it might be appropriate; warm up the coil because big coils might take longer to warm up.
eGo type batteries and tube mods have a 10 second cutoff timer in case of accidental firing like if your battery is in your pocket and you sit down some where and the button unintentionally gets pressed down continuously; don't want to get a rocket in your pocket pants.
If you are in colder weather obviously a coil needs more power to get hot.