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Price is a signal. $8 detergent signals: mass-produced, corner-cutting, designed for nobody in particular. Clean Guy signals: 6-enzyme formula, cold-water optimized, no added dye, scents designed specifically for men, dryer sheets built in, made in Southern California. You already know that price = quality in coffee, cookware, and clothing. It works the same way in detergent. Buy 2 scents, shipping's free.