I agree with that, and also wonder if they're ignoring the research in order to continue with the current profitable trend of bigger every year, because that's

I agree with that, and also wonder if they're ignoring the research in order to continue with the current profitable trend of bigger every year, because that's one of the very few distinguishers they have. It's easy to market in one word ideas and easy to understand, same reason cars and cokes are getting bigger.