It may appear so if you look at the more above-surface phenomena without checking the trends behind the underlying causes.
Already that which some now call "shrinkflation" is a 15 years old phenomenon, and it is far from being at the end of the analysis: it shows cultural crisis, decadence, an economic crisis which reveals the fragility of a system, not fixed in spite of former crumblings.
> it doesn't stand out
There is an interpretation of the formula that reinforces the above: appearances, over-the-surface phenomena "stand out". You see the above but supposedly look at the below, in the "underground", the causes. If you don't, there's another bad trend for the record.
Sorry: I meant to point to the "accelerated" phase, very evident in some territories (with banners around claiming "We are keeping your prices down" and low quality new merchandise just below, for example), that seemed to start with the 2008 crisis.
But anyway the point was exactly about those "peaks above the clouds" that have a whole mountain below, and then some Himalayas as its base...