Good point. If at some point the median man smoked 20 cigarettes a day, and the median woman smoked 0, then lots of men will get lung cancer and women won't. If things change to 10 and 10, then the average number of cigarettes will stay the same, but the number of people who smoke at least 10 will have doubled. This is how the lung cancer rate can go up with the number of cigarettes going down.
Another way to measure it would be to look at "how much lung cancer is there per smoker".
In order for that graph to facilitate truth instead of misleading, it needs to include either (a) woman smoking rates by year, or (b) male lung cancer rates, not woman.