Actually it was a calculated move on the part of Philip Morris.....by agreeing to stay out of how the money is spent, they were able to get the costs passed 100% onto the smokers..........the companies were never hurt, nor the stock holders....ONLY the customers.
PM remains firmly in the camp of the antis against their customer base.......because the antis are helping them keep the competition at bay.
Unfortunately, all companies have a habit of passing such losses onto the consumer and it is almost always the consumers who pay the penalty. This isn't common only to the Tobacco industry. It's just that few industries have had such major blows to pass along to their customers.
Too bad the tobacco industries were so duplicitous, or they could have recouped the money, lowered their prices, and in that way made up for past costs to the consumer.
Thank you for all your hard work and well-founded research.