Yeah agreed it does look easy. I also like the fact it has allen screws and they give you a decent allen key to use with it.
Add that to the overall presentation of the product and obvious design process that has gone on and it is the least intimidating genesis atomiser available imho.
For the sake of comparison I was quite unimpressed with my penelope when it arrived in pieces in bubble wrap with no hints as to how it went together. It was only the video from Vapourtrails TV and Scotts review that showed me what the hell to do with it! At least with this it is put together all you have to do is wick and wire it.
Cheers,
DocVape