Maybe it's a sneaky conspiracy.
Newspapers get recycled, then presumably some of the paper is used to wrap / make tobacco products. So if smokers are solely to blame for those results, and it's public news, more people might quit smoking, so demand by Tobacco manufacturers, for paper sourced from recycled newspapers goes down.
Newspaper folks lose out, and their little bosom buddies act with the Bacco giants is exposed.
Well as conspiracy theories go, it's not great, but then most conspiracy theories aren't that hot anyways.
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