This is going on with the other brands as well. I had a problem with all these "big rolls" barely fitting on my paper towel rack at home. Now all of them slide on effortlessly. I know the rack didn't magically get larger.

Counting the sheets (as suggested above) doesn't always work -- I have noticed that with some brands the "sheet count" remains the same but the size of the sheets have gotten smaller. The only way I found this out is because I buy in bulk and had some paper towels in the closet from a year ago. I had just gotten down to the last couple of rolls when I went out and bought more. When I was in the bigboxmegadiscount store I had noticed that the mega-pack seemed smaller (it used to not fit in the cart and now it did). So I looked at it and it had the same # of rolls as it had in the past and each roll had the same # of sheets. So I thought I must be imagining things...until I got home and put a roll on the dispenser. Not the usual tight fit -- the roll slid right on and had about 1/4" to spare. Then I tore off a sheet and looked at it closely and that is when I noticed the sheet size was smaller. So I went upstairs and got one of the two rolls I had left over from last year's purchase and put it next to the new one. Same height...MUCH different "width" AND I also noticed a texture difference -- like cheaper materials were being used. It used to have a softer "cushier" feel to it and now it is thinner and rougher. I also discovered you have to use more of these sheets to do the same cleaning job as just one or two of the old ones. So not only are you paying more, getting less but the quality has gone down and you have to use more which means you have to buy more sooner.