For my part, I do not read it like that. At all.
From my understanding, it was not about being "proud of smoking more than anyone else".
It was about some self-righteous, cold-turkey quitters feeling way too much proud of themselves, and bragging(*), for having quit "the hard way",
in circunstances when maybe it was no so hard after all, because they were in fact smoking very little at the time they finally quit.
Had they tried quitting when they were having 2 PAD's, and maybe the story would have been quite different. THAT was the real issue, in my opinion.
(*) Not only bragging, but putting other people down, for not having the same "self-control" that they believe they have.
As if they actually managed to do something out of the ordinary: to quit smoking, when they were already almost NOT smoking