good points dis.
i frequent a few places in houston (outside the city limits) that voluntarily went smoke free. i go there more (or at all) than before.
servers tell me the smokers are gone....for instance now at Dennys. but i tell them I've arrived...now that i can see through the air.
point is they all quickly complain that customers are gone but might not note the new ones.
like you said, too many variables.