Some years back we were at Petrified Forest and I witnessed two guys in their 20's pick up a BIG! chunk of petrified wood and lug it to their SUV. I told them that the fine for removing anything from the park was really big and they told me to mind my own blankety - blank business. So --- when I got to the gate I ratted them out. They were caught and (I hope) paid the big fine.
Plymouth had the same ad --- Champs of the ALCAN Run!! L&M cigarettes advertised "LESS TAR - MORE TASTE" There were no "Truth in Advertising" laws back then. Every claim had to be taken with a grain (if not a whole box) of salt!