The skinny of the roll

Searching for "are rolls of toilet paper getting smaller" recently brought up over 600K choices on Google, so it isn't just me.

Toilet paper rolls seem to be getting smaller.

And not any cheaper.

Here's an article where someone dug into this a bit.

It's a very interesting read.

What do I do?

Once again, I hate to sound like a broken record, but watch the sales and don't be loyal to one single brand.  Because we, the consumers, are not stupid.