If you believe the concentration level story, it seems like it's more about whether they are truly trying to help (not manipulate) the consumer rather than direct shrinkflation. Surely, the amount to be used should be made clear on the cap. Also, some washing machines dispense detergent for each load. If they don't have adjustments to calibrate to the correct concentration level, or if users are unaware of the adjustments, more will be used than needed. In addition to the cost, excess detergent burdens washing machines, plumbing, sewer and septic systems. It is important to get this right for many reasons.