Lighting organic material and sucking it into your lungs
Last year, The Philip Morris Companies renamed itself to the warm-and-fuzzy sounding Altria Group. Gotta love the colorful abstract logo they've got. (Psst, editors of the Altria home page: It's "Whom We Fund". "Whom" with an "m".) They claim the name comes from the Latin altus ("high") but that doesn't explain where the "r" comes from....