I can sympathize with companies that are dealing with increased costs and profitablity issues. What I don't sympathize with is deceptive marketing to remedy the problem! Just raise the price! Leave the package size alone so we don't have to go to the store more often. If the price climbs too high, consumers will change their buying habits and go with an alternative product. But deceptively changing the package printing, the box size, and the actual ingredients without informing your loyal consumer is just wrong. I was in Target the other day and saw a Wheaties box on the shelf that was just over 10 oz, in a very thin package, selling for $4.50+. Half the boxes were crushed because they were so thin! Who in their right mind would buy this, especially since they are used to a box 3 times its size!? The cereal companies are going to make the traditional bowl of cereal extinct, and that is a shame.