Tobacco and food conglomerate Philip Morris wants to change its name to Altria, perhaps because the Latin-esque moniker connotes "altruism," as in the millions and millions of dollars the company donates each year to arts, culture and social welfare groups to whitewash its evil image. Now the whitewashing includes an alias. Philip Morris has waged perhaps the most successful, expensive and deadly PR campaign of the past century, misleading the public to prevent regulation of its addictive tobacco products. Re-naming itself Altria is just its latest tactic to hide the truth: this corporation kills millions every year.