I don’t buy designer clothes but I will splurge on life’s small luxuries. One of those is soft toilet paper. I buy the softest, plushest, two-ply I can find. If it came five-ply, I’d buy that too. I’ve been using Northern Quilted Ultra Plush for years but lately I noticed it seemed as little sparse on my holder. I often find myself sitting there with nothing to do but stare at the toilet paper and today, I finally solved the mystery. They have gradually, over the years, reduced the width of the roll, hoping no one would notice. But I did. What a rip-off! It costs about the same as Charmin Ultra Soft but look at the difference! People need to know and I’m here to blow the lid off this right now! Call me a crack detective for figuring it out. This is a bum deal!