Unfortunately, the industry hadn't yet caught up with the community's changing preferences, and most e-liquid brands were still charging way too much for their products. Powerful sub-ohm vaping devices were all the rage, and people were using more e-liquid - and buying lower nicotine strengths - than ever. Until Keep It 100 appeared on the scene, the world of e-liquid had a serious problem. If you want to experience the best that the vaping industry has to offer, you're just going to have to Keep It 100.