Interesting segment here from CNBC’s Jane Wells, who does an annual cost comparison of what a proper Thanksgiving dinner cost her in 2009 versus 2010 in southern California.

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What doesn’t get mentioned, amidst all the hoopla of rising commodity prices causing food inflation, a very calm agriculture economist assuring us that food inflation is a modest 1.3%, and that Jane’s actual cost increase went from $32 in 2009 to $46 in 2010 (which is way more than 1.3%), is the grocery store shrink ray phenomenon.

If you’re out of the know on this, which most people seem to be and fail to believe until they see a side by side photo (like the one above), the grocery store shrink ray is a clever switch-a-roo gimmick food manufacturers and grocery stores use to trick you into believing you’re paying the same price you always have.

But, in actuality, your dollar is actually buying slightly less than it was last month, last year, etc.

Then again, perhaps it’s a win-win for everyone: you (mistakenly) believe you’re paying the price as always, the food manufacturer gets to keep their profit margins in place, and the grocery store gets to keep your business since you didn’t go to the ultra bargain market or farmer’s market down the road.

Wait? That can’t be right. Someone has to get screwed here.

Oh right… the consumer (aka – you and me)!