 Why, when mom and dad are going to the grocery store, they've gone from buying, let's just say, the brand name cereal, to buying the just as good but cheaper off-brand cereal. And now they're reaching the point where, hmm, maybe we can't really afford the cereal. It was either the Washington Post or the New York Times, I forget, one of the major newspapers, ran a story that, well, to save money, quit eating breakfast.