Aesthetics of Smoking
No matter what hypocrites say, but while smoking indisputably damages health, there is an aesthetic aspect of this ritual.
Yes, anti-tobacco movements are now of great importance, but it's rather dull to neglect the smoking aesthetics. Remember Jarmush's "Coffee and Cigarettes" where Tom Waits, Bill Murray, Iggy Pop and other eminent people discuss various things in restaurants, bars, luxury hotel rooms with their inseparable companions - a cup of coffee and cigarettes. It's really sad to lose such atmosphere when drinking double espresso and drawing in on a cigarette you just discuss everything: joys, obsessions, problems, addictions.
Most European bars lost this atmosphere, smoking cigarettes is banned and it's a rational concern for nonsmokers. But electronic cigarettes are allowed and it's also a rational concern for people who can not or do not want to quit smoking. So e-cigarette is an attempt to keep people in touch with each other in REAL life, this is so relevant in this internet-skype-instagram era.