All those things!
There are dozens of flavours (although after trying several I've settled on Classic Tobacco!). There are different strengths too - I've found I like the mildest (0.6%)
You're inhaling vapour instead of smoke so it feels much cleaner and cooler than tobacco.
I can smoke indoors again instead of having to stand in the garden in all weathers!
Since I gave up smoking, I've had a couple cigarettes and, honestly, they were horrible. I much prefer vaping.