Yeah, the smoke is both unrealistic and annoying with this constant choking. Not sure what would be the best way to solve it, though.
IRL someone who gets smoke blown in the face will probably hold breath or at worst cough a few times.
The smoke reduction could probably be toned down inside buildings. Or even totally removed and just replaced with raging fire being opaque. It is a major resource hog, probably constitutes most of the lag that is caused by burning buildings.