My three year old son noticed when I changed toilet paper. He proceeded to do his business in the bathroom and then walked out saying to me, "mom, there's something wrong with our toilet paper." I thought maybe we were out and asked him what was wrong. His exact words, no joking, "That toilet paper is not like our toilet paper. Its softer than toilet paper. It's Charmin Ultra Care toilet paper. Ours is not soft." Perhaps he watches too much tv, perhaps he's just extremely bright (probably both) but either way I now have to buy Charmin Ultra Soft or my three year old lets me hear about it!