"Fun Size" candy

OK, with Halloween fast approaching (OK, it's 6 weeks away, but try to tell the good people of Walmart that) we have an influx of "fun size" candy. & this brings up a point. What IS IT about things that are smaller being "Funner"(though I know that's not a word) or "Cuter" than things of normal size? what's FUN about a twix bar that's about 1/4 of what you'd get in a normal Twix package? Personally, I think it's a lot more fun to do LESS unwrapping and end up with 4 times the Twix. Who decided this was an appropriate name for smaller versions of candy bars? Could they just not come up with a good name for that in between size? There's King Size, normal, "Fun" and Mini. Why could the well paid intelligent people at M&M Mars not come up with something more creative and descriptive than "Fun Size"?

It just doesn't make sense.

Doesn't stop me from buying them, stashing them in my desk, and eating 3 in one day. . . but that's another story. & it HAS to be a positive step in the right direction from buying the Ice cream twix bar from the vending machine on a daily basis. right?