It’s not smoke that comes out of this look-a-like cigarette. It's a vapor created by mixing water, flavoring and nicotine with the heat of a battery similar to that found in your cell phone.

"You get to smoke this anywhere, anytime, anyplace, and we believe, because of the current environment -- taxes on cigarettes -- it's a much better economic value for you as a consumer,” said John Wiesehan Jr., president of the company selling the devices.

Wiesehan went on to say the company only markets the product towards current smokers, and it should not be used as a stop-smoking aid. Other manufacturers do claim e-cigarettes can help smokers quit by giving them their nicotine fix without the harmful chemicals. Not everyone agrees.

"It should not be marketed presently. The FDA should exert its control over it, its authority over it; it is a nicotine delivery device," said Dr. Cheryl Healton, president of the American Legacy Foundation.

There have been no independent studies on the e-cigarette, and the FDA has not taken a look at it.

"We do not know what is in it; we do not know if, when what is in it is brought into the lungs repeatedly, it is safe for the lungs," said Healton.

There are also concerns the different flavor options are appealing to children, or that it could inspire former smokers to pick up the habit again.

E-cigarette manufacturers say their studies show the product is safe.

"People that smoke today, they're going to smoke, because they like to smoke. Unfortunately, 5 million of them die from the current cigarette they smoke; this is an alternative to that," said Wiesehan.

It's an alternative many experts question.

"If it were to turn out that this particular nicotine delivery device was acceptable to the public as a cessation approach, it well could be a great public health breakthroughl we simply do not know," said Healton.

Until more research is done, it's up to consumers to decide whether they will light up, turn on, or avoid nicotine all together.

FDA officials say e-cigarettes are not approved for marketing in the United States, and they are looking at each product on a case-by-case basis. A Florida-based e-cigarette manufacturer is seeking a restraining order against the FDA, claiming the agency does not have the authority to regulate its product.

It costs $150 to start using e-cigarettes. It's roughly $20 for refill cartridges, which manufacturers say are equivalent to a carton of cigarettes.