THE Hindi movies I used to watch in the theatres were no less than three hours of great entertainment.

Somehow, somewhere along the way, it got reduced by more than 30 minutes.

So for the same ticket price I found myself getting less entertainment.

The producers and distributors of these films did not announce these changes, and the patrons, me included, did not ask the questions.

We did not even realise that we had actually started paying even more for less entertainment.

Life just went on and Bollywood went on to greater heights, though, for me, lower standards of entertainment.

Similarly, the nasi lemak packet I bought, which used to have an egg, some ikan bilis, a fried fish and two slices of cucumber, was slowly but surely reduced in quantity, though the price was the same. It came without the ikan bilis or the fried fish, with only one slice of cucumber and with less rice.

Like the movie distributors, the retailers made no announcements and life went on. I did not complain because it tasted just as good.

I dare say that cramming more people into an MRT train cabin with fewer seats, albeit for the same price, is no different from having less rice or entertainment.

It is a service commuters pay for, expecting the same treatment (enough personal space and seats) as before.

Does it make any difference that sufficient announcements were made of the changes? Especially if the changes were made anyway?

We still need the trains to travel, so we bear with the inconvenience. And, maybe because of time constraints or apathy, only a few have asked the questions.

As the Minibonds saga has taught us, we live in a buyer-beware world.

I have stopped questioning the ethics or morality of individual retailers. It is part of the business world affected by the downturns and upturns of economic cycles. It does not make great business sense for them to announce each and every change they make to a product.

At least, when compared with nasi lemak or chicken rice, the products featured in my colleague's report do state the size or volume up front.

Having gone through several economic cycles, I have come to the conclusion that I, the consumer, should know enough or find out more about these practices.

I should look before I buy, and buy only that which I need or am satisfied with. That is the beauty of consumerism for me - I have a choice.

There is always an alternative product or brand providing the same product.

So, I have stopped watching Hindi movies though my children still eat the same nasi lemak, even if it is less value for the money.

And I have no hard feelings against either Bollywood or the nasi lemak stall that has my kids hooked.

This article was first published in The New Paper on November 21, 2008.