Marlboro & Ferrari - Hidden branding

In the past the Ferrari F1 team had a big sponsorship deal with Marlboro. However when there was a clamp down on advertising tobacco products the highly lucrative sponsorship deal seemed to be over. This year's Ferrari car replaces the Marlboro marque with supposedly anonymous barcode, the meaning of which was never questioned or explained.

It didn't take too long for people to notice the similarity between the Marlboro logo and the ambigious barcode. Could this be the sneakiest piece of branding ever conceived?

More here.