Target Brand Facial Tissue Goes From 3-ply to 2-ply

I should have read the label carefully. The "Up & Up" Target brand of tissues I always buy went from 3-ply to 2-ply since the last time I purchased them.

I thought something was odd about the tissues in the new box. I compared the tissues and the boxes. Sure enough, it right there on the package.

The wording on the bottom of the old box of up & up 3-ply facial tissues.

The wording on the bottom of the new box of up & up 2-ply facial tissues.

Some time ago the design on the boxes went from muted dusty colors that blended in with bathroom decor to bright gaudy colors. I wondered if it was an attempt to get people to pay a premium for the design on the Kleenex brand tissues since the tissue quality between Kleenex and Up & Up was similar. I can deal with ugly packaging, so I continued to buy Up & Up. Now the up & up tissues are thinner than they used to be.