"Short, snappy, easily attempted, easily completed or just as easily discarded before completion-the cigarette is the symbol of a machine age in which the ultimate cogs and wheels and levers are human nerves." Chapter 3, pg. 69

"There are a hundred thousand reasons for failure but not a single excuse." Chapter 5, pg. 124

"[u]nwarranted attacks on tobacco products are as old as the industry itself." Chapter 6, pg. 163

"The weight of the evidence at present implicates smoking as the principal etiological factor." Chapter 7, pg. 202

"To this day we don't know what the harmful elements are in smoke. But whether you trust us of not, we were trying to be responsive to what appeared to appeal to the public." Chapter 8, pg. 236

"There are more carcinogens in a tomato than in a pack of cigarettes." Chapter 8, pg. 236

"We didn't say we were innocent - or that we were guilty....Being prudent men, though...