Who besides me will notice this ploy?  I don't know.  I hope quite a lot.  The only thing that got me looking in the first place was at the beginning (a month or so ago) because I bought diapers so often that I had both the price and the quantity memorized.  They changed both at once.  I used to buy-- in a size 4-- 92 diapers for $13.79.  Now it's $13.89-- for 82 diapers of the same size.
    I understand they hope we assume it's the same value, but it's a direct lie.  Now, these are fairly small and subtle changes.  Nothing different than what many have been doing since before this recession even started:  price hikes, package content downsizing, or both.  I just haven't seen anyone else deny it outright.
    I also understand manipulation.  Everyone does that.  I'm okay with endcap displays indicating a "Special Purchase".  I get that those items are still regular price.  I'm expected to 'feature' an appetizer or beverage of my choice every shift at my restaurant.  Is it on 'sale'?  No.  Do I say that it is?  No.l  I'm just picking one item I want to use the power of suggestion to really move. 
    I don't like shady people.  Some restaurants, for example, engage in the practice of asking a person what kind of dressing they want on their salad when, in fact, the meal they ordered doesn't come with a salad.  So when they answer the question by choosing a dressing, they will now be charged for adding a salad.  This is even worse than that.  It is outright chicanery!
    I especially hate the misdirection.  The new name of the brand is "Up & Up".  Obviously, they are trying to send a subliminal message of honesty.  Somebody needs to throw some Holy Water on one of those signs & watch the sucker sizzle!

CL