Its strange though
If we go back to 2003/04, P&G Brands in the UK, Ariel, Bold, Daz, Fairy Non Biological, had 15, 45 and 75 wash boxes. However this wasn't based on Medium water hardness for normally soiled clothes.
Then in 2008, the boxes shrank from 15 washes to 10 washes, from 45 washes...