Shrinking Ice Cream

Who's bright idea was it to shrink the standard size carton of supermarket ice cream from 0.5 gallons to 1.5 or 1.75 quarts? The last few times I've bought ice cream it made me hot under the collar. Irritation is not what I'm looking for in an ice cream. I think makers realized that if they didn't shrink the container, the price was going to head to over $6 per carton, and people would balk at that. It was up into the mid-5's before around here.

Do makers think we won't notice?

Fortunately, there always seems to be some brand on sale, and then it is typically, and surprisingly, about 1/2 price. I have absolutely no brand loyalty. I go with the cheapest. Let be be finale of seem.