"But these facts are not very useful to women, because there is a double standard for "health" in men and women. Women are not getting it wrong when they smoke to lose weight. Our society does reward beauty on the outside over health on the inside. Women must not be blamed for choosing short-term beauty "fixes" that harm our long-term health, since our life spans are inverted under the beauty myth, and there is no great social or economic incentive for women to live a long time. A thin young woman with precancerous lungs is more highly rewarded socially than a hearty old crone. Spokespeople sell women the Iron Maiden and name her "Health"; if public discourse were really concerned with women's health, it would turn angrily upon this aspect of the beauty myth."