The story I remember hearing (and couldn't find a specific citation) was that anti-smoking groups made up a bunch of big numbers about smokers' high medical costs to scaremonger. To fight back Phillip-Morris did a study and legitimately found that smokers died sooner and total costs were lower. Unfortunately, that's not something you really want to publicize, so anti-smoking people can keep making up scary numbers and cigarette companies can't really fight back.
[1] http://www.nytimes.com/2008/02/05/health/05iht-obese.1.97488...
Life insurance policies policies want to offset the risk of a group dying prematurely in the defined time window and health insurance companies want to offset risk a group of people living long but with signifiant health problems.
At the time it didn't go anywhere because some folks dubbed it "Death Derivatives" and he was working on it at the mortgage crisis was unfolding.
https://www.washingtonpost.com/national/health-science/us-li...