I can fully understand that statement, standing in your shoes of course. "Consumables", aside from food and gas, have always been a sore spot with me...not really, but I hope you know what I mean. I hope for one day when the only consumables will be juice, some kanthal wire & wick. I quite smoking the real things after 32 yrs, because 1. My health 2. Cost...I of course, am looking to keep the latter to a min. I'm sure you have seen the other "rebuildable attie" systems out there, made in the good old USA. The only problem is they look like a small electrical sub station sitting atop your pv. These folks in the UK, have a incredible looking device, and from the video, performs decent. I was hoping some Americans would make this thing and beat the chinese to the punch.. I simply cannot imagine this thing not taking off. I wanna leave the consumables to the cell phone company's, direct tv, and my ISP....WITH ALL RESPECT, of course.....