Cigarette consumption in the US has dropped significantly in the past two decades due to the evidence of smoking-related deaths. As a result, tobacco companies, including Altria, have been facing an existential crisis. Altria, the parent company of Philip Morris USA, reported a 10% decrease in Cigarette sales last year and is now focusing on promoting "reduced harm alternatives" like e-cigarettes and heat-not-burn products. However, critics are skeptical about this pivot since cigarettes and cigars still made up 89% of sales last year. The article raises questions about the actual harm reduction of these alternative products and their impact on young people.

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