They do have some funny ideas, Though maybe they are winning as it's so much of a bloody hassle with the silly boxes and being locked behind metal doors. I am sure there were plenty of smokers who'd buy a pack of 10 and just smoke that for the day. now they have to buy 20 so all of a sudden perhaps they will smoke 11 or 12 then up to 15 then before you know it they now smoke 20 a day.
However drink as much as you like, they don't even put nutrition info on beers.