So usually when I go home for a weekend, I steal a box of my parent's detergent and use it for a long time. Well I forgot, so I had to go and actually buy my own detergent today. I was surprised to see just how much more Tide costs than any other detergent - Gain, Wisk, etc. My parents use the wisk liquid so that's what I got, but I am wondering, what makes Tide so much more expensive? Just ignorant consumers or does it really work better?