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After months of growing their distributor base by the 10's of thousands, the scam was finally revealed and instead of magically washing your clothes, we all found out the truth:
(disclaimer: i'm recalling the following information 12 years after learning it, so i might be off a bit here and there, but as a mom and ceo of our hundreds of loads of laundry each year, i'm pretty sure i'm an expert!)
...we are all using WAY too much detergent as it is, a large percentage of which doesn't rinse out, even with fancy machines, and in turn gets backed up into our fabrics and clogs the fibers weave. So, common sense tells us that we could probably wash our clothes at least 2 or 3 times with just water and we would get fabulous or "magic" results...
I started a wiki page on Appropedia.org: Washing and drying clothes. That mentions the idea of sometimes using just water.
I normally use cold water to wash, and use just enough to get stuff clean without the chemical perfume smell. Of course, if you've got solar hot water, then you can have a warm wash and be green, but then it's a matter of how that suits your clothes - I suspect that many types of clothes will last longer with cold washing, but not 100% sure of that.