TY - JOUR T1 - A-rise, Sir Richard (p>0.001) JF - Tobacco Control JO - Tob Control SP - 242 LP - 242 DO - 10.1136/tc.8.3.242f VL - 8 IS - 3 A2 - , Y1 - 1999/09/01 UR - http://tobaccocontrol.bmj.com/content/8/3/242.7.abstract N2 - You've probably seen him at a conference somewhere. If it was a decade or two ago, possibly he sidled up to the rostrum in jeans and open-necked shirt. He may have looked anxious, with head bowed, eyes flickering up, perhaps assessing the chairman's tolerance of what he was about to do. Then he back-swiped a nervous hand through an unruly fringe of hair, and said: “I'm not going to give the paper I was supposed to present today. I've decided to tell you about something so much more important that it would be just plain wrong to let the opportunity go by.  . . .” And there will have followed a devastating tour of the latest statistics on morbidity and mortality from tobacco. This was Richard Peto,enfant terrible of epidemiology, passionate and angry at the impossibly large burdens of disease caused by totally preventable factors, especially tobacco, and unafraid of rocking a few boats to get his message across.More recently, however, you may have noticed a steady growth in his profile, the jeans giving way to a suit, the appearance after his name of FRS—the exclusive Fellowship of the Royal Society—shortly followed by a balancing bookend at … ER -