It's not the point I don't believe you.
I've already seen those commercials.
I think we should keep in mind a couple of things.
1) The water - We in Europe have different water than you in America or others in Asia and Australia (apparently).
2) The detergent - that's very important! If a detergent is specificaly developed to work in Cold conditions it's obvious the result is better. Quite all of ours European detergents are formulated with sodium perborate which does its best at higher temperature. It sanitise, whitens and removes stains. It is ineffective in Cold water!
3)The Bleach (LCB) - it's not hard to achieve whiter whites if you are using Bleach, but we in Europe don't use bleach to do our laundry. And please don't tell me that Cold water will save your fabrics if than you are using Chlorine Bleach. The Bleach will damage you laundry much more than Hot water.
Anyway the big difference in saving is the fact you are using top loaders and filling a top loader with Hot water is in fact much more expensive than heat the tiny amount of water in an European front loader.
So if I am turning down to Cold in my front loader I will save just a little and it is not worth it because on dirty whites the result will be catastrophic.
Darren shared his experience of doing laundry in Cooler water than usual with good results, but using Steem that we all know it's hot. The Steem replaced the Hot water.
I am very skeptical about one thing. The white washing! Especially the dirt one. I am quite sure if I wash some very dirty dish towels stained with tomato sauce, ragú, spinch, red vine, coffe and oily stains in a front loader with a profile wash on Hot WITHOUT Chlorine Bleach the result will be much whiter than doing the same load in America with a top loader set on Cold with a Cold water detergent WITHOUT Chlorine Bleach.
Maybe some day we will have also here in Europe detergents that will do a good job in Cold water but it is hard to belive because the thing is much more "cultural" than it appears. Our "modus vivendi" (way of living) is different and it will take a lot of time to change a thing.
Take a look at this P&G article on "scienceinthebox" web page.
"It should not surprise us, then, that the performance (i.e., results in terms of soil removal) of the laundry process is significantly higher in Europe (nearly two times better than in North America and more than two times better than in Japan"
Ingemar
http://www.scienceinthebox.com/en_UK/research/washabits_en.html