Problem with "eco-friendly" detergents is by eliminating so many modern chemicals including types of enzymes, polymers, bleach activators, and so forth one pretty much is back to square one with bottom or middle line detergents. Worse yet some eco-detergents contain various types of soap. Soap generally is not great for modern laundry of today's textiles.
Have used "Bi-O-Kleen" and a few other eco-detergents, but only on linens, towels or other lightly soiled laundry. Found the product just would not shift stains and muck detergents like Tide tackled wihout batting an eye.
Another problem facing all detergents, is the trend away from high alkaline pH levels to near neutral. Tide liquids, and P&G's new "Professional" line of laundry products are all neutral pH, as many other top shelf and some middle shelf products. Once you stop using high levels of soap, washing soda, phosphates and other builders to help break down grease and oils, you need something else. That something else is the myraid of enzymes found in better detergents. Enzymes that work in cold, hot, warm,and cool water temps allow the lower pH and reduced reliance on harsh chemicals found in today's better detergents.
Years ago a basic detergent could deliver good results, depending upon laundry practices, but those detergents contained all sorts of chemicals either banned or frowned upon, such as phosphates, NPE, petrol chemicals (like naptha), borax, and so forth. Remember also most used to be mainly cotton or linen fibers done in hot or even very hot water. With so much man made fibers and lower wash temps, it takes a very complex detergent to deliver clean and sanitary laundry load after load.