This Opinion essay didn't present a strong psychological claim as it tried to do, to my personal point of view.
I can relate to the radical comparison between the soap-powders and the detergents, seeing the soap-powders as the gentle and more human side of this market, while the detergent is the "dirty" side, the aggressive one, and between those two extremes come the rest of types - like foams, liquids etc.
the psychological relations between the consumer's condition and the products he buys according to the uprising needs are interesting and project a clear view of the social-psychology involved in the advertisement and production of this particular market.
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