I never had much of a preference in dish soap brands until I tried Dawn Platinum. When I met my husband, that’s what he used, and he swore by it. When I first started staying with him and doing dishes at his place on occasion is when I realized that he was absolutely right, and that the Platinum really truly did perform much much better than anything else I’ve ever used before. I’m not going to lie, I haaaaate doing the dishes. It’s the one chore that I always dread. But Dawn Platinum makes it soooo much quicker and easier. There have been a handful of times where I’ve strayed from it and tried other brands, mostly because I liked the scents of them. But I always come back to Dawn Platinum because when it comes to getting your dishes clean- especially getting the stuck on/burnt on crud off- there just isn’t anything that holds a candle to Platinum, in my opinion. My husband and I will definitely be lifelong loyal customers and continue buying this product, that’s for sure.