Business is business. Maybe it's about making a difference in the world of consumers but mostly, it's about making money. I get that -- and if I owned my own company and offered some sort of product, surely my goal would be to reap a financial reward. And if I wanted to increase my reward, I guess I would consider new markets, new advertising, and new techniques for hauling in loads of cash.

So I see what's going on with the new Camel No. 9 cigarettes, in their hot-pink fuscia and minty-teal green packages with the slogan Light and Luscious. I understand this brand is targeting female smokers with enticing wording that Camel maker R.J. Reynolds executives say is meant to suggest dressed to the nines, putting on your best. I even get that it's a pretty savvy strategy. But somehow, it all seems so wrong.

In a world where more women die of lung cancer than breast cancer -- by a large margin -- how can anyone, even business people whose sights are set on profits, feel OK with the decision to encourage women to smoke?

Think about these passages that just recently published in a New York Times article:

Wall Street analysts praise the introduction of Camel No. 9, in regular and menthol flavors, as a further step by the R. J. Reynolds, a unit of Reynolds American, toward a new marketing strategy. The goal is to refocus on the biggest, most popular -- and most profitable -- brands, which include Kool as well as Camel.

"What we're about is giving adult smokers a choice," says one executive, "with products we believe are more appealing than existing products." The introduction of Camel No. 9 is part of plans to "focus on products that are 'wow,' " she added, "that add fun and excitement to the category."

Fun and excitement? Believe me, there's nothing fun and exciting about cancer. Now if I could only package that truth and market it to the world. I suspect I'd be a rich woman -- and I don't mean financially.