Are those the ones where you fill the mouth piece with juice?
That's the one I started with on my first ecig and had exactly the same experience as you. Not sure if I damaged the atomizer due to inexperience (there was nothing in the instructions about taking 'primer' puffs and didn't know about this until I looked it up on line by which point it may have been too late) or maybe I just got a dodgy one. Within a couple of minutes of using it it was alternating between horrible burning and gurgly flooding, and no matter what I did (including boiling, soaking in alcohol and eventurally ripping the thing to bits to clean it) the burning never did go away completely.
I just threw away and got a CE4 clearomizer instead (which was a massive improvement). I later discovered the vivi nova, kanger protank and evods are even better than the CE4 (the CE4 is prone to leaking after a while and you can't disassemble them).
As you say, lots of people seem to like them, but I'm not sure why. I've heard that they work better with thinner or high PG juices, so if your juice is thick, perhaps try watering it down a little with distilled water or vodka (but not tap water or any other spirits but vodka).
Personally, I'd just put it aside and get a kanger protank (best choice imho), evod or vivi nova. The initial outlay is a little more, but they work better, are easier to maintain, and will be cheaper to run (replacement heads for them are only £2ish each, or you can rebuild them yourself for pennies).