What I love about Joe Q's editorial tenure is the mixed messages. It is perfectly alright to show superheroes killing, condoning other heroes who kill, drink alcohol, and even GAMBLE with each other.
(It is worth nothing that gamblers have been trending younger and younger for years now, thanks to poker becoming a nationally televised "sport". For every winner, there are thousands of losers, who drop countless amounts of money and ruin their own lives.)
But heaven forbid anyone smoke.
In the commentary for HULK VS., Craig Kyle noted that he got few restrictions from Marvel about the gore in HULK VS. WOLVERINE, which includes severed limbs, the slashing of flesh and some stabbings now and then. They could include words like "hell", "damn" and "ass", and even one crude insult towards a woman about her body. But he couldn't have Logan smoke a cigar. That was ixnay for a PG-13 audience.
I'm hardly a smoker, but the personal vendetta always seems hypocritical.