Shifty serving sizes

General Mills (secretly? sneakily?) altered the serving size of the multi bran chex I eat for breakfast. Instead of 190 calories per serving now its 160 calories. It just seems disengenuous that any food should be made to appear better for you by altering its serving size. Then again, does anyone actually eat just one serving of cereal? More mysterious is that the requisite 1/2 cup of skim milk factored in didn’t change. Do people suddenly like a higher milk to cereal ratio?

I see the benefit (to not eating too much, not so much the environment) of smaller individually packed serving sizes because there’s a certain mental barrier to opening another bag, but not the benefit of arbitrarily reducing the serving size.