The entry point for new smokers is a little older than 10. I think it's more like the early teen years. At that point, I think the "gruesome is cool" phase has abated a bit. Besides, the attraction towards gruesome has to war with young people's preference for sweet tastes. There is nothing sweet about the smell of cigarette smoke. It's incredibly bitter and acrid smelling. The smell was one major reason I never tried tobacco despite both my parents being smokers.

To catch young people in their market, I think tobacco companies focus more on teens' need for social belonging and defining their identity.