What has happened to our bread?

Anybody else noticed that the use by date on bread in supermarkets is getting shorter and shorter? Not so long ago it was common to find loaves on the shelf with six days or so life in them according to the label, now it's two or three - if you are lucky.

With the price of bread going up all the time it seems we are being asked to pay more for bread that is going to last for less time. Anyone any idea where the missing days have gone?