This confidential internal 1969 Philip Morris (PM) memo has been used as a trial exhibit in cases against the industry including Minnesota, Texas and most recently in the Boeken case in California. In it, author William Dunn of PM comments on potential areas of research proposed by another PM employee, J. E. ("Jet") Lincoln, that could prove beneficial for PM. In the memo, Dunn states
"Our position should obviously be supportive of Jet's for the primitive reason of 'Who ain't for more money?..."
However, Dunn cautioned against doing research that could be construed as an admission that cigarette smoke is a drug:
"I would be more cautious in using the pharmic-medical model--do we really want to tout cigarette smoke as a drug? It is, of course, but there are dangerous F.D.A. implications to have such conceptualization go beyond these walls."
Dunn concludes by saying that if they can understand the "reinforcing mechanism" of cigarette smoking, "we are potentially more able to upgrade our product."