The regular price is much too high so I purchase the paper when there are rebates or when it is offered 2 for the price of 1. The quality and brightness are good and i prefer this paper over other brands if I can get it on sale.
I get the impression your company must be cost cutting. Many products seem to be made cheaper. The high end product (96-bright) paper is very grainy. Does not stack quickly anymore. Is very grainy if you touch every paper. I've noticed this in multiple cases.
I print everyday and the paper quality must be adequate for my use. The brighter the better it is to read what is printed on it and the graphics turn out clearer.