 Now, doing this stuff is not cheap. Coming up with new package sizes often means you have to change up your entire manufacturing process. If the new package is a flop, that is a really expensive mistake. But over time, manufacturing has gotten a lot more flexible. And even more importantly, companies are now collecting a lot more data about what we want and how we buy. And all of this data means that companies can now get really smart about how they're targeting us with new package sizes.