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But in order to do that, we need to start more recently because - Parker, I don't know if you've been paying attention, but the fact that Black folks really, really go up for menthols is kind of at the center of this really touchy policy fight that's happening in Washington, D.C., right now

But they also played a more nefarious role

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Research shows that these claims do mislead consumers

the point was to make money, and we did that very successfully when we could sell cigarettes. And that was the toughest challenge of all