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"From a societal standpoint, if a third to a half of Americans weren't so fat, the idea of the government providing tax incentives for the obese to eat less and exercise more wouldn't be so controversial," Dr. Popkin told Big Think, "In 1955, if you'd thought about taxing cigarettes you would have been run off the planet. The only difference is we have a smaller population that is healthy and thin, so we have more people who take offense because it's affecting them. But we had the same issue with cigarettes."