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moking kills. Quit now.” There was no missing the blunt warnings plastered on the cartons of Marlboro cigarettes as the flight attendants half-heartedly paraded the duty-free cart down the aisle of my plane to Switzerland. In case the message wasn’t clear, graphic photographs drove it home: a blackened lung, a close-up of a tracheostomy. There are still plenty of smokers in the world — about a billion of them, actually — but the glamour of smoking has nearly been extinguished.