Why Is The Quilted Northern Tube Wider But The Square Footage The Same?

Here’s a conundrum. Reader Jim bought a new 12-pack of Quilted Northern Three-Ply and noticed that the diameter of the cardboard tube inside was about a quarter of an inch larger than his old roll. Both packages said they contained 266.6 square feet of booty-wiping tissue and the total thickness of the rolls was the same. So what’s going on? Are these simply a more efficient — however you wish to definite it — version of TP? Inquiring minds want to know.