The pool deck at the Marquee, a $1,500 bottle-service club at the Cosmopolitan hotel, is lined by cabanas heated by lamps and jacuzzis with walls made of plexiglass. On the first night of CES, the consumer electronics show that overtakes Las Vegas every January, a much more average-looking crowd than usual sat uncomfortably on the all-white furniture, dressed in business casual and puffing on e-cigs with glowing orange tips.

Kevin Frija, the CEO of Vapor Corp, which sponsored the decadent scene, pulled on an e-cigar at the back of the party and encouraged his employees to pass out chocolate- and coffee-flavored e-hookahs. “Vaping is one of those new disruptive technologies that could very well overtake the tobacco business and tobacco companies,” he tells The Verge.

The swagger is not unwarranted. E-cig sales more than doubled in 2013, even though the health impacts are still being debated. The Food and Drug Administration’s regulations on e-cigs are expected to come any day now, but the industry isn’t waiting. The products are improving rapidly as e-cig-makers begin to act more like technology companies, outfitting their devices with microprocessors, Bluetooth, fingerprint scanners, and soon, gyroscopes.