This is the same thing that happens to so many companies, and I blame Wall Street, and the growth at all costs mentality. We all know rationally that continuous growth is impossible, yet its what wallstreet and bean counters demand. Cadburys chocolate, used to be lovely, yet now its been cheapened. I'd love to see how much the new formula saves, and I'd bet it's not huge, but I buy a lot less because of it. Nett loss long term, but short term gain for a few quarters I'm sure. Why isn't being profitable, and sustainable behaviour rewarded? It's because volatility drives wall street, so they force companies to act for short term gains and effectively, irrationally.