Of course, the public isn't exactly drowning in warm, fuzzy sentiments for Big Oil right now (thanks, BP). Which makes the timing of such an announcement somewhat bizarre. But it's worthwhile to consider the upside to such a proposal. Cigarette butts can survive for up to 15 years in the sea (they're toxic to some fish), and 4.5 trillion of them make their way out into our ecosystems every year. So simply by collecting and disposing of cigarette butts in some kind of organized manner, there's a built-in benefit to all of us.