Look closely at the photo to the left. It's the bottle of Get Clean Hand Dish Wash Liquid Concentrate that I am currently using. The 6-13-13 marking that you see on the bottle is the date I started using this particular bottle and this photo was taken on June 13, 2014 -- one full year later! As you can see, there's probably about 5 ounces left which means I'll be using it for at least a few more months!
I'll acknowledge that I'm just one person using it; but I use it daily as directed on the bottle which states:
"Apply a few drops to a sponge and wash dishes as usual; a little goes a long way."
I haven't purchased typical store brands in 23 years, so I honestly don't know what they cost; but at $6.90 (Member Price) for a 16 oz. bottle of liquid dish concentrate that lasts 12 to 18 months, I'd say that's a great deal! In addition, look how many bottles I've kept from the trash or recycling bin!
Unfortunately, just like the word "natural" the word "green" has been terribly misused. You are at the mercy of the company behind the products you are buying and there are a lot of companies out there that have jumped on the "green" bandwagon. Some companies start out with nobel intentions and then are bought out by big conglomerates who engage in "greenwashing" and put profits before the health of people and our planet.