I think maybe some of the confusing is that the company presents (and had presented) itself in different ways. First, "KOV - Knockout Vapor" was a "caring" company (
cf. the first video link), plus:
“My name is James A Spargo and as the Founder of KOV Electronic Cigarettes, I pledge to each and ever KOV client that I will work relentlessly in pursuit of the absolute best products anywhere so that I can further better the transition from traditional “cancer sticks” to a total vapor lifestyle! I truly believe my conversion to KOV Electronic Cigarettes saved my and my family’s lives, and I will work to provide you with all the same experience”.
Then the presentation sort of morphed:
Earlier this year the website (now using the TKO moniker for the whole company, instead of just a product line) was covered with pictures of the Snoop photo op - perhaps they thought it was cool; whatever. But now the site has been completely redesigned, with the hip/cool/rap/whatever they were aiming for toned down on the website and played up on the fb page.
Caveat emptor is certainly a good concept to keep in mind when making any purchase, but it isn't always possible for the buyer to have enough information to make an informed decision. Buying your first e-cig isn't like buying a dishwasher. Just try and find consumers reports on different products - I did, and ended up with Green Smoke. How can you research a product when you aren't sure what it's called? It appears to me that TKO isn't targeting people who have made a conscious effort to try electronic cigarettes and have the resources (and the ability to find the resources) to comparison shop. They are targeting people shopping in the mall. if you shop online, how often do you go to a mall?
To try and stop smoking is an emotional journey. One may have unsuccessfully tried cold turkey, patches, gum, etc., and with each failure there is less of a chance of success with the next effort. It's frustrating; it's depressing. It isn't like buying a dishwasher. I've never cried because I thought a household appliance wouldn't work. I have never been afraid to turn on a microwave for fear that if it didn't work it would be my fault.
So when a smoker tentatively looks around a kiosk, literally smelling like smokey prey, having a clerk (as directly by the employer) tell them all of the true benefits of e-cigarettes - but then selling kits at criminally inflated prices - is parasitic and evil.