The solution will come with a combination of Apple-esque industrial design and Apple-esque advertising savvy. Basically, we need the iSmoke.
If I had been of more sociable persuasion when I was in college, I might even have started smoking myself - a lot of conversations, camaraderie etc. and more occur outside pubs, where smokers are often relegated to in these days of smoking bans.
She could also be talking about cars in the early days. Perhaps this is an indicator of untapped potential for disruption in this market?
They are a massive improvement to burnable cigarettes and while the reliability of them is a pain it is improving.
Originally they all tried to look like cigarettes but that leads to compromises like small batteries. The newest models all look a lot less like "analog"s and have bigger batteries and better longevity.