I've started buying ALL laundry detergent

Why is that significant? Because for years I've picked TIDE from the supermarket shelves. My wife stared buying ALL in the new, super concentrated form. In its super concentrated form the laundry detergent comes in a much smaller bottle which is a handsome new design. The net result is that instead of a frumpy old package, now I think I'm sort of cool when I checkout, with the New ALL in my basket.