as a non smoker who has no intention to ever smoke i'm curious how exactly do cigarettes like for example a non menthol and and menthol or lights and ultra lights differ in taste when it basically giving you the same toxic mix of chemicals? what do the tobacco companies mean when they use the word taste in their ads? how would you describe the taste to someone who has and will never smoke? what exactly is the point? is it purely psychological trickery or is there an actual difference?