Eh, I don't think it's too much to ask for consumers to read the directions. Obviously, if you use more than one serving of detergent per load, you're not going to get as many loads -- just like if you pour more than one serving of cereal into your bowl, you won't get as many servings as the box says. At least Tide is nice enough to give you a measuring cup with a line for one load. If you're too stupid to fill it to the line rather than filling it all the way to the top, it's your own fault.