Shrinkflation - Cunning or Clever?

Shrinkflation is a modern business term and is a constructed blend of the words SHRINK & INFLATION
Simply put Shrinkflation is the unethical (!?) practice of downsizing the package size while keeping the price same tricking the customers to make them believe that they are receiving the same value for what amount of money they are spending on the product as they have been. The practice of shrinkflation used as an alternative to increasing prices with inflation increase, whilst maintaining sales volume, increases operating margin & profitablity of the company