We have always been DAWN users anyway so when they came out with the Dawn Ultra Concentrated I knew it would be a good product. All the dawn products I have used were very good, there are other fragrances I just really like the original scent. It is a very highly concentrated product I use about a quarter of what I used of the same non-concentrate of the same brand. It even has a thicker tactile feel than the other brands. I also like the large size it has been my experience that larger is usually less expensive. A lot of products seem to get smaller in packaging as the become concentrated. In my opinion the whole point of making a concentrate is to make it less wasteful, I think smaller packages are wasteful in themselves. I recommend Dawn Ultra Concentrated to all the domestic engineers that I know.