The problem is, there is always going to be experimenting - by teens and adults - they'll never get rid of that subset - a true subset that they're interpreting at the 'whole population level' (which it isn't) - yet they're staking everything on the idea that they can. They're willing to let the hardcore subset die, in order to try to save those they can't control.
This is a main 'lie' that we have to refute. Zeller is truly stuck on it. And again, it's the 'public good' argument. I know people don't like me conveying it, but he's the one who is saying it - I'm just pointing out what he said. Were it not for that, he seems more than willing to save the hardcore smokers. But for him, that trumps all.