Yeah - its the Blu brand. The online reviews are mixed, with some people being absolutely rabid against them. But on the moderate side, some of the people that stated they later went with a different brand had positive thing to say for Blu as a way to initially get off regular cigarettes. And of course, there's always the fans.
Frankly, the convenience was what got me. I was down to the last pack of smokes, and realized that I could get the starter kit at the local drug store and a pack of cartridges for just about 10 bucks more than a new carton of cigarettes. Plus, finding the cartridges locally is easy so I don't have to worry about ordering online and hoping they get here before I run out.
Still have some of the last pack left - and I was up to a pack/pack and half a day.