Me personally, if someone says the smoke is making them cough, I'll simply blow it in the other direction. If you say that to someone and they ignore you, than it's a courtesy issue, not a smoking issue.
There are no villains in this argument, both sides have valid points, and that's what I'm trying to say. Just because somebody doesn't believe in smoking, they shouldn't think the world should stop. I think it can be agreed that in general non-smokers are the more aggresive about their views; very few smokers believe that all people should smoke, and many less will tell people that.