It's struck me in recent years that the size of products we use everyday are getting smaller while the cost remains the same. I'm going to use toilet paper as an example of this, but we can make the same case for paper towels and bars of soap and umpteen other things.
What used to be the industry standard for rolls of toilet paper are now called "mega rolls". The everyday size is much smaller and there are even rolls smaller that that. Here's a photo example:
I happened to have 3 separate sizes around here for some reason.
In the case of paper towels which I use a lot of because it seems more sanitary in the kitchen, each piece is getting thinner.