I indeed had that same concern. I tried a Krave once and was concerned because one of the two didn't work. The puff was somewhat weak and I wasn't too impressed with the soft filter. However, I am not a smoker, and I had many people confirm to me that the other brands suffer some the same issues. As far as ratings go, just because some are rated better does not mean they will succeed, and vise versa. VPCO has the third largest distribution of ecigs behind BLU and Njoy, which puts them in a nice place. Also, if you consider how many Cigarette brands there are, one can conclude that if the market expands like people suspect, there will be plenty of room for many brands in the market.