I remember Kleenex reduced their sheet size by .5" or so, but kept the same box size. That’s why they move back and forth so much when you shake the box.
The other packaging thing I hate is those bumps on the bottom of blow-molded packaging that have been growing.
I accept chip packaging, but the rest of this stuff is a combination of marketing (they want a canvas to paint their ad on) and faking the customer out.