The e-cigarette business is booming, and the tobaccoless nicotine product that is considered a safe alternative to conventional smoking is set to take the world by storm – in fact, that storm has already started.  Global sales in tobaccoless smoking products has grown to nearly $3 billion and around one in five smokers have tried e-cigarettes in an attempt to quit smoking[1].  So just what is it about these little devices that is so popular, and are they really as safe as they seem?