I have been meaning to add some rants to my blog for some time now and the select-a-size marketing scheme is one that we can all experience rage about together.
Several years ago in the US paper towel companies came out with paper towel rolls where the paper towels are about half as long as regular paper towels. This is a fine idea because it makes it easier to use less for smaller jobs because the perforation lines are closer together so you don't have to manually tear the paper towels in half if you want to use about 6 inches worth of paper towel.
The problem arises when they start with the select-a-size marketing campaign in which they suggest that I can now use the appropriate amount of paper towel for a given job which I was not able to do before. Paper towel users have always been able to use as many sheets as they wanted. I have, on occasion, used several large, absorbent paper towels at once to clean up a large spill. I have also on occasion torn a paper towel in half to clean up a tiny spill. I do not appreciate the paper towel manufacturers claiming that they have now empowered me with the choice of selecting the quantity of paper towel that I will use for cleaning up a mess as if I was not able to think to make that choice myself before select-a-size paper towel rolls.
And now that this has become a standard marketing campaign other products are jumping on the ban wagon with items like custom slice cheese. I don't want my cheese slices to be half as wide, I actually want them to be 1.33 times as big since nice bread is often a bit wider than normal bread and often requires an extra third of a slice. And I don't quite understand why the cheese people feel that they are now suddenly offering me the power of choice when they have been offering sliced cheese for ages. Surely that is providing a selection service over having to eat a whole huge block of cheese all at once. Maybe the bread people will start offering half slices of bread as choose-able bread bits and we'll be caught in a downward spiral of bread and cheese companies trying to out do each other with increasingly small portions of their product under the guise of quantity select-ability.