I always stick to brand names when it comes to my dish soap and Dawn is the one I buy. Safeway was out of the usual blue kind that I normally buy, so I grabbed this one and have been hooked for months. It has such a lovely scent. Almost makes having to hand wash dishes bearable just because it smells so good. Dawn dish soap isn't incredibly expensive. It works really well and when compared to the store brands, you really do have to use more of the generic than you do with dawn so the money spent on dawn is actually worth it.