It's an odd world.
People do like to go on about the value of something being what people are prepared to pay.
The thing with e-cigs is the far too many people can't even be bothered to look on the internet at the prices of things.
My opinion is that companies just take advantage where they can.
Take ink cartridges. Go to your local supermarket in the UK and you can
buy your ink in a nice box from the company that made your printer. Come home, google it and find out you paid double. Do a few minutes research and you can buy non-oem for 20% of the price you've just paid
People just trust that their favourite store won't rip them off. Sadly it's not true. When one of the top supermarkets only offers one e-cig at £3.99 per cartomizer... I smell a rat. It's the same with some online stores... I think they'd rather sell 10ml for £5.99 and not get any repeat custom than sell it for £2.49.
The market is not saturated. Consumer awareness of price is not the control at the moment. They want to make millions and retire.
One company has already made £100 million selling 10ml for £39.99 by putting it in 10 x £3.99 cartomisers.