It would be one thing if food companies acknowledged that due to rising costs, products had to be shrunk to avoid price increases. But the latest marketing gimmickry barely acknowledges shrinking products at all—and instead calls attention to the idea that smaller packages and less food is better for the environment and healthier for consumers. Consumers are being told that packages of Saltines with 15% fewer crackers and subbing 13 oz. cans of vegetables for the old 16 oz. units—while charging the same price as their older, larger equivalents—are amazing new advances shoppers should get excited about. So next time at the grocery store, pay no mind to the impression that somebody is peeing on your leg. The marketers will tell you it’s really just raining. And that the rain is “NEW & IMPROVED” no less.