Recently I noticed that Hancock switched their cross-stitch thread from DMC to Sullivan's. I didn't like this change because I have an extensive DMC inventory, not to mention the fact that all my patterns are in DMC. I know DMC.
Recently I noticed another change in the store, this time at the Coats & Clark display. The spools changed! Now, I understand that this is no longer a Hancock issue, but a Coats & Clark issue. The spools have become more stream-lined and smaller. Not only are the spools smaller, but the amount of thread has been decreased. No longer 300 yards, the new spools hold 205 yards. That's a difference of 95 yards, or 285 feet. That's a LOT of thread.
Of course, the prices haven't changed. The spools are giving less thread for the same amount of money. I suppose this is the manufacturers way of what is essentially the equivalent of puffing potato chip bags full of air.