 You might have also noticed that fancier products tend to be sold in smaller sizes. That's because companies want to keep their prices accessible. Ellen says craft beer is a great example. So you see these four packs of beer. Oh, yeah. Historically, they were six packs. They used to be six packs. Ellen's pointing to a four pack of this really fancy craft lager. She says because craft beer costs a lot more, companies don't want to scare customers away with a high price.