“Back in 1964, smoking was so normal that cigarettes were distributed free on airplanes, doctor’s advertised them, and schoolchildren sculpted ashtrays as Mother’s Day gifts. And yet, that year, the U.S. Surgeon General released a report that rocked the world. In short, for the first time and unambiguously, we were told that cigarettes were killing us. The press conference was intentionally scheduled on a Saturday to reduce the impact on the stock market, and to maximize coverage in the Sunday papers. Sure enough, the report was a bombshell — one of the top news stories of the year and arguably the most influential health report of all time.”