Ah, the magic of words in the hands of marketing monkeys... able to convince consumers to spend more on... themselves.
http://www.thecasecentre.org/educators/ordering/selecting/featuredcases/renova
http://www.google.com/search?q=Renova+colorful+toilet+paper
http://www.ohgizmo.com/2006/08/31/renova-toilet-paper-for-the-rich/
Amazon price comparison:
Renova 6-pack = $18.90 (http://www.amazon.com/Orange-Toilet-Paper-Pack-Renova/dp/B007DND7CU) = $3.15/roll
Cottonelle 12-pack Ultra Comfort Care Toilet Paper, Big Roll = $9.75 (http://www.amazon.com/Cottonelle-Ultra-Comfort-Toilet-Paper/dp/B008EIY0F6) = $0.81/roll
mbn, literally wiping your butt with money... I still go for cheap bulk :p