I bought a box of their powder to try. It has the "HE" logo on it, which I thought was copyrighted, but I guess anyone can use it. There are bizarre instructions on it, telling the buyer to use MORE for a FL than a TL. I use 2-3 tbsp (30-45 ml), the same as I would use with Tide HE or other powders, and I get good results without excessive sudsing. This detergent was highly rated by CR, but there are other detergents like Tide or Sears that one can buy on sale at reasonable cost. Given the small amount of detergent used (2-3 tbsp), to me detergent costs are not really an issue, at least not like they were with a TL where you'd use 2/3-1 cup at a time.
I also have a large bottle (with spigot) of their liquid detergent to try. But first I have to go through that big box of powder!! That will take me a year or more to go through.
I noted last time at Costco that they are moving toward 2X concentrated products, both for their own brand and for Tide products.