Interesting that in Nevada smoking has been banned but Golden Gaming Casinos are selling ecigs within their casinos. Upon more research I found this lawsuit: Assault, Libel, Slander...blah...blah...blah...whine...whine...wine
http://www.courthousenews.com/2008/12/16/Smokem.pdf
Well this e-cig thing can ultimately turn into a highly profitable business, as there are pyramid type companies out there hyping we all jump on their bandwagon to sell for them.
I also searched Sottera (parent co of NJOY) and they are VC funded round 1 2008 (product research started '07), so they must have had one heck of a prospectus to find funding via VC and not private parties.