Liar, Liar, Pants on fire! Cigarette companies could have made a product that was less likely to start fires decades ago. That would have saved up to 1000 lives a year. The companies said that the consumers didn't like the fire-safe cigarettes when their own studies showed that consumers couldn't tell the difference. But then their business isn't saving lives, it's killing people. They should be sued out of existence. And the horse they rode in on.