The deal is a fascinating and promising example of impact investing, that uncharted space between philanthropy and profit maximization, and the U.S. needs much more of this, not to mention developing countries.

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The focus clearly seems to be on profit maximization through higher pricing of cigarettes to offset the decline in volume of cigarette sales with lower emphasis on growing market share.

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Nevertheless, this pragmatic shift in the way the world does business comes with risks and tradeoffs (often in terms of profit maximization).

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