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This is not a difference of a couple mill. this is 20 million unemployed last thanksgiving to just 2 million now. as reported today, and i don't think that this has sunk in, some of the best jobs numbers this 50 years. yet biden approval in general thot that great. >> i would say especially on the economy. this american sense of where the economy is heading is completely out of whack with these numbers. part of that is for good reason. because these figures don't take into account inflation. they don't take into account sort of what people call shadow inflation or this kind of decline in avail...

May have found that you're more likely to be bumped or canceled. sometimes you just see it in little details like when you're in a fast food establishment, how many of the soda machines are broken. how many buttons of the soda fountain don't work. when you're trying to get a contractor to come work on your house, it seems like they're less responsive than they normally are. >> many of these changes like adjustments to customer service are hard to measure with traditional metrics of inflation, which means it's hard for customers to see how much they're actually losing out. >> what's happened in...

Continues. enter ben popkin. >> gas, food, homes, prices across the board on the rise yet again. the consumer price index, a measure of inflation, increasing by another .4% in september, a total of 5.4 increase from the same time last year. after several consistent months of increases and the surge in prices, consumers are left in the spot where they may not see all the ways they're paying more for less. this, a result of so-called shadow inflation. you may have heard of inflation and even shrink-flation. what is shadow inflation? >> it's usually when you're getting the same thing for more mon...

Left in a spot where they may not see all of the ways they're paying more for less. this the result of so-called shadow inflation. you may have heard of inflation and even shrink-flation. what is shadow inflation? >> inflation is usually when you're getting the same thing for more money. but in this case something that you purchased in the past isn't as good as it was before, but you're nonetheless paying the same price for it. >> reporter: to keep up with their rising cost and labor shortages that hit the country in the last year, businesses need to pass on costs but don't want to scare custo...

"Business Insider" Gregg Stebben talks Shadow Inflation with Billl...There Is Shadow Inflation Taking Place All Around Us!! Some companies haven’t been raising prices. Instead, they’ve been cutting back customer services and conveniences, but how should that be measured?