It's malicious.

Millenials (myself among them) grew up before state-wide indoor smoking bans, and those of us who didn't smoke weren't interested in picking up anything resembling it.

A lot of Zoomers, however, grew up in a cigarette free world, where they also didn't see addiction or substantial anti-smoking messages. The older folks (Millenials) were set in their ways, but the Zoomers were the addressable audience. It was intentional. It was evil.