In 1954, as the connection between smoking and lung cancer was becoming more discernible through research, the tobacco companies provided “A Frank Statement” to counterattack the bad publicity they were receiving. Siddhartha Mukherjee, in his book The Emperor of All Maladies, points out that this statement was anything but frank: “By half revealing and half concealing the actual disagreements among scientists, the advertisement performed a complex dance of veils. Obfuscation of facts and the reflection of self-doubt—the proverbial combination of smoke and mirrors—would have sufficed for any ordinary public relations campaign. But the final ploy was unrivaled in its genius” . . . they proposed more research and even offered aid and assistance.