Like Amway's "SA8 Bioquest" and Fuller Brush's "Fuller 86", Sears Ultra is a low-sudsing detergent that rinses out well even in softened water. It doesn't remove stains as well as the Tide With Bleach line, but not all loads require the big guns. I like to use Sears Ultra for sheets and bath linens, neither of which require major stain-fighting.
I fear for the future of Sears. Heard they lost nearly half a billion dollars last quarter, alone. They can't keep doing that for long before something drastic happens.
I'd hate to see anything happen to the Kenmore line of appliances. Even though they're all custom-made for Sears by other companies, most of them have a few features not seen in the parent brands. Nearly every appliance category tested by Consumer Reports has a Kenmore model at or near the top of the ratings.