I think it's a marketing scam. These double rolls don't look like double rolls to me. Maybe I'm now so used to seeing the double roll that my experience has been narrowed. Remember when there were no double rolls? I also remember paying 99 cents for a four-pack back in my first apartment days. That's when I wasn't stealing from my parents' stock on the weekly visits. When I first started buying the double rolls they wouldn't fit on most of the holders in my house but now they slide on and spin with no problems. So what's the deal? What does make up a double roll? Is it the number of squares (which can be manipulated by sizing the squares smaller) or is it over-all length (which can become irrelevant by making the layer thinner). Are you a double-roller or a single? Inquiring minds want to know.