Toiletpaper tantrum

So who decided that consumers want shorter rolls of toilet paper? "Mini-rolls" of 300 single ply sheets (used to be 500 sheets) have sneaked onto the supermarket shelves at so-called "cheaper" prices, but when you do the numbers they are more expensive, they still contain the same size cardboard roll, and are packaged in as much plastic. Where's the logic? Where's the environmental responsibility? As usual the consumer is the dupe in this, as it was with all the other packaging stunts that quietly reduced the content of the box and then shouted "cheaper" prices!