Your loyalty means a lot to us and we're sorry to hear this, Eytan. The latest upgrade to our towels was made to deliver an improved absorbency, and clothlike look and texture, to enable messes to be picked up more quickly and completely. We're sorry to hear the package you received was thin, rough, and not as absorbent. After extensive consumer testing to provide features we hoped you'd love, and quality checks to ensure you receive your rolls in the best condition, be assured we're sharing your report with Quality Assurance Team.