In a nutshell - the price of those Kisses is not lower than the price of original Kisses, but they have 25% less chocolate. HERSHEY'S HAS PEOPLE PAYING MONEY TO EAT AIR! How stupid is that? Smart for Hershey's - stupid for the idiots that fall for it.
Most companies are less obtuse with their sneakiness - a "gallon" of ice cream is now only 3/4 a gallon, at the same price as the gallon. But Hershey's has gone much further - they give the same volume, but much of that volume is empty space. Air pockets.
And they market it to fools by claimimg it is somehow "better" because it's "cool".
I have another name for it - FRAUD!