First of all, this marketing!
Secondly, I have been on the lookout for more eco friendly options (not wrapped in plastic) for bleach free TP but I am just not quite hippy enough for family cloth.
“We’re determined to prove that toilet paper is about more than just wiping bums. We make all of our products with environmentally friendly materials, and we donate 50% of our profits to help build toilets for those in need.”