that is the cigarettes and you had this analysis is confirmed by the internal phillip morris document. the . ringback the, the strategy was used for traditional cigarettes and is now being applied to the industries new supposedly smoke free products. what teenager wouldn't dream of looking like the young adults in this i cost that back to philip morris has promise of a better smoke free future. the company went so far as to set up a foundation worth hundreds of millions of dollars. it's to act as a public health organization to usher in the end of cigarettes. it's all the foundation for a smoke free world. tobacco giant funding an anti smoking foundation may sound counter intuitive, but the world health organization views it as a trick to water down anti smoking measures the foundation for a smoke free. what a wonderful type. all right, so you would think, well that's really people who wants to reduce tobacco are but then they are entirely financed by the tobacco industry. right. so you see that's of course, the coming up with, with studies, right? so, you know, scientific studies and