Those that are sufficiently concerned tend to stop being, or avoid becoming smokers, so the unconcerned are what remain. Same goes for prices.

I think we can both agree that taxation is the better ‘value’ policy [negative costs are hard to beat], but studies such as the described at https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4396458/ suggest that generic packaging has positive effects too.