I find the analogy in which he compares a serialized story to cigarettes to be false and disingenuous. If a TV/Book/Comic series declines in quality the viewership drops off. People CAN and DO choose to stop watching. With cigarettes, even if the quality declines or the price goes up people will actively sacrifice other things in order to carry out their addiction, knowing full well that it is actively killing both them and those around them. Every producer of serialized entertainment media should be sued just like a tobacco company? Where the hell will the masses get their entertainment then?