Brands... which one do you think is the best?

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I am a non-smoker, but looking at my dad and friends smoke, I do wonder... does the cigarette brands make any difference? Dunhill, Lucky Strike, Malboro, Peter Jackson's, Mild Seven etc etc. What do you guys think? Do you all smoke light or the non-light ones? Is there actually much difference in your opinion as in the smoking feeling or sensation?