It may wind up being good for CVS' bottom line, but it is also part of what Dr. Troyen A. Brennan, CVS' chief medical officer, and Dr. Steven A. Schroeder, head of the University of California, San Francisco's Smoking Cessation Center, describe as the "denormalizing" of smoking. In an article published today on the Journal of the American Medical Association's website, Drs. Brennan and Schroeder note recent developments like the ban on outdoor smoking in New York and the increasing reluctance of companies to hire smokers as part of a trend toward marginalizing smokers and stigmatizing the practice. The effort to ban smoking in parks in Baltimore County follows along the same lines. Selling cigarettes in pharmacies, Drs. Brennan and Schroeder argue, "renormalizes" smoking "by sending the subtle message that it cannot be all that unhealthy if it is available for purchase where medicines are sold."