From their website:
"That gets to the deeper philosophy behind ShitBegone. ShitBegone is truth in marketing. We sell unembossed paper because it's a better value. Our 100% recycled, unembossed paper is cheaper, easier, and more efficient to make— and just as good to use as even the most expensive, heavily marketed, 100% virgin fiber competitor.
(Who but a true a**hole, would sell something that was made of 100% fresh ground up forests— more expensive than necessary— and engineered to encourage overuse? That's corporate America for you...)
Here's the key: instead of puffing ourselves up with air, ShitBegone is content to be soft where it counts— against your a**."