If I want the feel of genic toliet paper on my but I would buy generic. Just another company cheapening their product and charging the same price. Profit with out consideration. The american people perfer a know quality over price. I dont mind paying a little more for thr same quality. I realize that your cost goes up as labor and raw materials and transportation costs go up. We are not stupid but you seem to think we are. Accually you are the ones who stupid for *** away your loyal customers. User's recommendation: Buy another brand, send a message.