We're so beary sorry your recent Ultra Strong Rolls didn't meet the irresistibly soft expectations you wanted, J. We have strict controls to check the quality of our products before they roll out to you, and we upgraded our Ultra Strong sheets with more texture for a better clean, so you use fewer sheets. Hearing directly from you helps us understand how to help you enjoy the go, and we'd like to learn more about your experience to see how we can improve. Call us at 1-800-777-1410, M - F, 9 a.m. to 6 p.m. EST for additional assistance.