What is most disturbing to me about this story is that there is clearly no room for a difference in opinion in the tobacco control movement about certain dogmatic elements of the field. You can't express disagreement without facing personal attack, no matter how well you support your argument with scientific evidence. Like a religion, you can't challenge the gospel-like nature of movement's mantra without being viewed as a heretic.

Let's suppose that Altria had decided to simply call these brands Marlboro A, Marlboro B, and Marlboro C. Consumers would have still learned which letter corresponded to which product, and if you conducted a study, you would find that despite banning the "lights" terms, consumers still recognized which product corresponded to which earlier brand name. By the reasoning of the study authors, this would have represented a circumvention of the law and resulted in the companies being attacked for evading the law.

"It is difficult to estimate the extent to which industry-generated research activities have influenced scientific thinking regarding the effects of nicotine on cognitive performance and on nicotine’s therapeutic applications. Authors’ industry affiliations and potential conflicts of interest reported in publications may go unnoticed by readers, may be difficult to identify, or may not be disclosed at all. Reviews and other articles citing industry-affiliated studies generally did not include author affiliations or potential conflicts of interest at all, leaving the readers unaware of possible industry influences."

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