The thing that I dislike about cancer reporting (and don't get me wrong I'm all for improving ones lifestyle through better nutrition, exercise and social engagement) is that cancer is fundamentally different from a disease like the flu. If 40% of all flu cases were caused my lifestyle then it would be reasonable to say that you could change your lifestyle and dramatically cut down on the number of flu cases. But cancer is a disease of old age. Basically all of us are going to die and the long you live the more likely it is that you'll die of cancer, if not of the esophagus, then of the stomach, if not of the stomach then brain cancer, or pancreas cancer. So a healthy life style on average will delay the onset of cancer, but will by no means reduce the like-hood that you'll get cancer in your lifetime by 40%. Actually it probably has the perverse effect of making you much more resistant to cardiovascular decease, and therefor MORE likely to die of cancer, albeit at a more advanced age than you would have otherwise.