It's gotten to the point that I think the shrinking is backfiring on them. There is a point at which you look at the amount you're getting and the price it costs and decide it's too expensive - no unit pricing memorization necessary. I am sure I'm not the only person that looks at how much is in the box, bag or can before I buy it. The only time people mindlessly ignore those things is if they buy it every week but not everyone is doing that. Sometimes we look at new products or products we only buy every now and then. Or products based on need. I look at the number of tortillas in a bag before I buy them because I may need a certain amount for a recipe or occasion. Then when I compare that with the price it can result in "sticker shock". I buy store brand tortillas now, BTW. I get more for the price and they're actually better than the name brand!