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It means they either roll it more tightly (more layers per inch) or they make the roll bigger (hope it still fits your roll holder) to stuff more paper on each roll. So they are advertising the package as “72 regular rolls” when it’s only 12 physical rolls.
It means they either roll it more tightly (more layers per inch) or they make the roll bigger (hope it still fits your roll holder) to stuff more paper on each roll. So they are advertising the package as “72 regular rolls” when it’s only 12 physical rolls.