We've seen the absurd prohibitionist stance made to look more than a trifle stupid on US TV, followed by celebrity endorsement by Katherine Heigl on the Letterman Show. Then, on this side of the Atlantic, Dr Hilary Jones described how harmless they are on Daybreak.
But this is the best of the lot! Tuesday's edition of This Morning saw national darlings, Phillip Schofield and Holly (swoon) Willoughby, discussing with Birds of a Feather star Linda Robson the virtues of the e-cig as ... wait for it ... a smoking cessation product!
Can you imagine the pandemonium amongst the massed ranks of spew-gilled bansturbators when they saw that? I'll wager the ITV switchboards lit up like a magnesium brick hosed with water, whilst pharmaceutical industry meetings were urgently called for marketing execs all sporting the expression of someone whose office had been hit by a shit-filled hand grenade.
With anti-smokers worldwide scrambling to ban these devices to protect their pharma pals' profits, e-cigs are fast becoming a superb tool for shining a very public spotlight on the hypocrisy and cant of the tobacco control industry.