Hey, chasing stuff is cool. Adele did it with pavements, and it earned her millions.
While the majority of vapers are still transitioning ex-smokers, the industry's been around long enough to have its fans. And what do die-hard aficionados do? They get obsessed. From the horse's mouth, the inventor of the e-cig phrased it perfectly: "When automotive manufacturers first started out, they were not thinking about a sport to be called Formula One. You always have group of people who are looking for excitement".
For vapers, having something available in thousands of flavours, plus super enjoyable wasn't enough. Cutting-edge mods and eccentric juices have become bang-on, but you're looking at people who won't settle for "decent". Welcome to cloud and flavour chasing.