One reason why Tide (and other early detergent brands) touted no-rinse washing was that there was a water shortage in the northeast during the early 1950's; by skipping the rinse, it was implied you could get a clean wash and use less water. Of course, I don't discount the extra step non-automatic washer owners had to go through, but I suspect the campaign ended because the feel of unrinsed laundry was simply uncomfortable. (Even soaps alluded to the claim; the Oxydol ad on the site had the woman tell viewers "this new Oxydol is not a no-rinse suds.")