Being a very occasional social smoker who should probably quit anyway it hasn't bothered me, but I did find it just a bit ludicrous when I tried to buy a pack at Safeway. The exchange went something like this:
me: Give me a pack of Peter Stuyvesants, ah, um, I think the light ones in the blue colored pack.
staff: They don't have colors anymore. We can't show you the packet. You have to tell us which ones.
me: Really? Ok, fine. Well, just give me the 8mg low tar ones, whatever they're called.
staff: They don't have mg measures on the packets any more.
me: So how do I know which ones are the light ones?
staff: You just have to know.
I eventually picked one of the packs at random. Not what I'd call the best harm minimisation strategy.