Could be wrong, but am sure more than one version of Cheer detergent contains OBAs. For some reason P&G decided awhile back that being a detergent for colours, the stuff didn't warrant brighteners and decided to mess with things.
As for fabric softeners containing bluing/OBAs, that has always been the case. Remember Final Touch fabric softener with "bluing for extra whiteness?".
When fabric softners first came upon the scene, bluing was still a popular way for housewives to get whites "white", however you cannot add bluing to fabric softener dosed wash as there is a good chance of staining. So a simple trick was to add OBAs (bluing agents) to the product, and that was that. Also fabric softeners were originally invented to give man made fabrics a soft feel after laundering, however such fibers do not take up true bluing well. OTHO OBAs work a treat.
The popular and now defunct product "La France" was nothing more than OBAs with some surfactants amoung other chemicals.