Molly suds is one of the best ego friendly laundry detergents because it was developed to be earth and people safe. High efficiency machines have censors that at the end of the rent cycle, since are there any suds left or not? And if there are, they'll do an extra rent cycle, so you'll use extra water. If you're a detergent company that wants to be seen as green, you don't call out suds in your name.