Welcome to the new economy, where less is less it just costs more. Of course it's entirely possible that in the old economy marketers laughed their way to the bank selling us less by watering it down so it would look like more ... but that's just semantics.
On the left you can see the detergent I bought about three or four months ago. On the right is its replacement, which I purchased last week for the same price. The small bottle claims to contain the same 96 loads-worth of soap.
Let's see if the claims are true, shall we? Two loads down ... 94 to go.
My guess is someone's taking someone to the cleaner's alright. Or maybe they already have.