I'm not trying to be vulgar, but consider: would you use MORE or LESS Toilet paper when it is painful/scratchy cheap kind vs. the nice soft good stuff? Business owners, consider this a lesson: don't make it painful/scratchy/awkward! If your sales-people/staff are not friendly, then its painful (less consumption). If your product is ugly, unwieldy, or difficult, then it is painful (less consumption). If your food makes people sick, or your bathrooms are not clean: painful, less consumption. And for goodness sakes, buy the soft TP!