So use of lighter colours and white packaging a la Marlboro 'Lights', as they were known here until recently, is taken objectively to be a Bad Thing. Why isn't

So use of lighter colours and white packaging a la Marlboro 'Lights', as they were known here until recently, is taken objectively to be a Bad Thing. Why isn't anybody asking, then, on what grounds we think that replacing all cigarette packaging with plain white boxes wouldn't make things worse ?