It's about the nicotine. For me anyway, and many others. I don't know a single person who vapes but never smoked. Everyone I know that vapes used to smoke cigarettes, and the vast majority of them planning to quit even doing that after stepping down in nicotine levels slowly. There are a couple people you see in the ecig forum communities who pickup vaping who have never smoked, just because they think it looks cool or something. But hey, that's how people pick up smoking actual cigarettes too...

My ecig is a cheaper and healthier alternative to smoking cigarettes. The culture is nice I guess, but I think it's just catching on that you can get nicotine and like 500 less chemicals and a better flavor, all for less money, out of an ecig. Also the stigma of using an ecig in public has gone away. I get far less "Is that drugs?" comments, and more "Hey, where do you get your ecig stuff?", or "where do you buy your juice from?".

It's all nice.

My and my fiancee both use ecigs. They are a godsend as far as I'm concerned.