Lion Matches seem to have lost their spark

Justin Bonello wrote: Must admit I’m a little disappointed in Lion Matches products. I just tried to light a fire… and it took 10 matches. Normally, I’d just write it off to the south-easter or my shaking hands, but then I looked in the box. The match on the left makes up more than half of the matches in the box. Is it a cost cutting exercise? A bit of planned obsolescence?