Lord & Thomas would send along the cartons to various physicians in the mid-1920s, requesting a response to whether "Lucky Strike Cigarettes…are less irritating to sensitive and tender throat than other cigarettes." The survey responses were then used to verify their claim that the "toasting process" made Luckies "less irritating." However there was no substantive proof of the claim.

Tim Wu, The Attention Merchants, loc. 1249