I kinda of think the invisible aspect is the best thing about it. I mean, if kids aren't seeing people doing it, how's it going to catch on unless they're actually after the nicotine? It's like the perfect fix for the glamorization of smoking. It can't look cool because there's no "look" to begin with.

And in the article they say "kids aren't even aware of us" which I'd be inclined to believe, given the above holds true.