When I first bought a Gizmo, I did not like it very much at first. It was strange to have that button on the top rather than on the side.
A few hours later, I was already loving it. It was smaller, stealthier, and most of all, did not have a tendency of falling off my shirt pocket.
The fact that you could put it on a tabletop without the risk of it falling on it's side, and *then* rolling over to the ground was also great.
I wish they had made it for an 18650. Sure, a 18500 mod is smaller, but I would not mind it being 1.5 cm taller and having more battery life.
All things considered, I think side-by-side is a great concept.