We're so beary sorry your recent Ultra Strong Rolls didn't meet the irresistibly soft expectations you deserve, and we appreciate you bringing this to our attention, Gary. We have strict controls to check the quality of our products before they roll out to you, and our Ultra Strong sheets were upgraded to provide more texture to clean more so you use less. Hearing directly from you helps us understand how to help you enjoy the go, and we'd like to learn more from you and see how we can improve. To discuss your experience further, call us at 1-800-777-1410, M - F, 9 a.m. to 6 p.m. EST.