I know you weren't asking me but my wife has spent months at a time there. We both study econ (though she's primarily tax law), so we talk a lot about Cuba in different contexts. Anyway, like I said, though she knows nothing about the tobacco industry, trying to compare how Cuba as a whole does business as compared to the rest of the world, is truly futile. Industry "norms" as most of us know it aren't the same lol.
I am not saying you need to believe this guy, but we should have an open mind in spite of our love for the product. If magic happens because they use outdated methodologies - so be it, but calling the author a moron because his observations don't coincide with ours is maybe taking it too far.