I never thought of this before, though I read this blog regularlarly, but smaller sizes actually may benefit the customers (or at least hurt them less than outright price increases) because it gives the customer something they can still afford. If the price of a 32 oz jar went up to the point that I could no longer afford it, it would help to have an affordable 30 oz jar and cut down on my servings instead of having to buy the 16 oz jar (and probably paying 75% of what the 32 oz jar costs) and halving my serving sizes.

That said, it should not be done clandestinely, and they should keep both sizes on the market (at the new higher prices) until it becomes apparent that most people buy the smaller size, at which point they would discontinue it. I won't insist on this last point because it undoubtedly costs more to maintain more sizes of your jars, so focus groups and pilot programs may be substituted.