I went to stock up on some laundry detergent a week ago and could not find my usual brand/bottle, much to my dismay. Before leaving the aisle with a second choice, I noticed a smaller version of my usual brand on the bottom shelf. I picked it up and saw the words "New 2X Ultra Tide." Those (smart) people at Tide decided to come out with a concentrated version of laundry detergent that saves plastic, water and space. Okay, so maybe I'm being a bit over zealous when it comes to laundry detergent. But seriously! How many other consumer goods products could eliminate excess from their products and generate excitement about new ways to improve standard products?