The difference is, the US population kept growing, so while per capita figures falling is noticeable, total coffee/cigarette consumption may not have fallen. F

The difference is, the US population kept growing, so while per capita figures falling is noticeable, total coffee/cigarette consumption may not have fallen. Facebook's numbers are falling despite a growth in world population, and I'd bet a larger growth in the internet-connected population. That's worse, especially for a platform heavily reliant on network effects.