I've been a loyal Cottonelle user since the product hit the market in the 70's. When I opened my newest pack I noticed the rolls looked strange. Why so small, like something you'd find at a a highway rest stop? After looking at the wrapping I could see the roll size has diminished by 1/2 an inch (4.0" to 3.5"). My husband even asked "what happened?" The roll looks strange on the holder hardware in the bathroom, and fits so loosely now that it slides when the plys are torn during use. I've returned an unopened pack to Target. I did some investigating and see another major supplier has diminished the size of its rolls as well. This may ultimately be the future industry standard. But for now, you've lost a customer.