Is that what they call stuff that's just less diluted with water?
I remember the front-end washers at the dorms had signs about using less of the concentrated stuff. Nobody followed them -- they'd put gobs of crap and powder detegent and stuff in them. Personally, I just followed the directions and eyed up approximately +/- 20% of what it suggested. Always came out fine for me. Now fabric softener and dryer sheets, those were more complicated and important, especially in the dry upper midwest.
Vix, how does dilution of a detergent affect the bearings of a washing machine?