Or discontinue for a few years, then bring it back at the new weight with a big fanfare!!
Caron did this - years ago they had a nice brushed glinty worsted weight yarn called Dazzelaire. Then it went away and they brought it back last year as a bulky.
The new softee chunky
is 108 yds in the solid, 77 in the multi; the 'vintage' is 180 solids and 134
in the multi.