Georgia Pacific/QuiltedNorthern's "clever marketing", shortening the rolls (same price) thinking we consumers wouldn't notice, is backfiring: many of us ARE noticing. I will not buy this product until, or unless, they decide to change this policy. This product was purchased from Sams Club, which has several other options for purchase of competitors' products. I submitted this complaint to QuiltedNorthern.com; it was forwarded to Georgia-Pacific Consumer Response Center. Herewith their response...I had to laugh... What I need is coupons and plaudits for my "loyalty" to Georgia Pacific! Apparently this was read by a Real Person who didn't comprehend our language, or maybe got paid per response. "Thank you for contacting the Georgia-Pacific Consumer Response Center. Georgia-Pacific places tremendous importance on the feedback we receive from our consumers. "We appreciate your interest in our products. It is our pleasure to mail discount coupons for our product (s) to the address you provided. In addition, coupons may also be available in your local newspapers and retailer's advertisements for additional offers throughout the year. "Again, thank you for your loyalty to Georgia-Pacific. "Consumer Response Center [protected]@gapac.com | [protected]"