This article was listed as a "Top Story" on MSNBC.com. (Read it, it's really short. Suspiciously short, in fact.)
The fuck? Does NBC own stock in Georgia Pacific or something? I don't recall Bic getting a top-of-the-page news story the last time they added another extraneous blade to their razors. Don't get me wrong, I'm as amazed as anyone at modern science's ability to finally crack the three-ply barrier. Honestly, I didn't think it could be done. I figured 2-ply had to be the ceiling, as any reasonable person would.
That's why this story probably deserves above-the-fold treatment in a trade rag (is there a Flushable Paper Products Quarterly, or maybe the edgier Xtreme Ass Wipers?), but not coverage as a "Top Story" in a national news outlet. To me this looks like a media advertising conspiracy. It's one thing to have Robert Downey, Jr. as Ironman conspicuously chomping down Whoppers in a movie; product promotion seeping into the Fourth Estate is something else altogether.
Maybe an editor at MSNBC genuinely thinks a third ply in our toilet paper is newsworthy, but I think this story stinks. (I had to get the word stinks in here somewhere, natch.) And what's with marketing the new toilet paper to women 45 and older? Correct me if I'm wrong, but shit is shit.
Trading my journalism-nerd hat for my tree hugger hat, three plies also happens to be ridiculous. It's your ass and it needs to be wiped. The less material involved the better. Toughen up, kids. (And this will be the part that gets the most comments.)