Are your whites coming out as white as they use to?

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I have been battling a case of dingy whites for quite awhile now. I'm talking about laundry. At first it I thought it was the washing machine, then I thought I wasn't putting in enough detergent; although it's the same amount I've always used, then I thought I wasn't using enough bleach, then I thought maybe I need a more expensive, name brand detergent and bleach. Then I figured it was the well water, it too is the same water we've used forever. No, we are not getting dirtier than usual. I spoke with my mother-in-law yesterday evening, she commented on my brother-in-laws laundry, (she helps him out with the kids and stuff since he and his wife split) she said she didn't know how many socks and T-shirts she threw away yesterday because they simply would not come clean. She then commented that she had been having trouble with her whites, to the point that she was beginning to wonder if she and Roger (my father-in-law) were some how turning into dirty people without being aware of it because her whites wont come out white anymore. She said when she washes her towels and wash clothes, she's ashamed to put them in the cabinet. She makes sure she puts them in their bathroom so company wont see them. She can't throw them out and buy new, who has money for that? I won't even buy white towels and wash clothes anymore, I go for dark, solid colors. You want to know what I think? I think the people who make these products have cut back on the actual cleaning stuff that goes in the detergents and other cleaning supplies and replaced it with some kind of fillers. I had the same problem with deodorants I've used forever and a day. All of a sudden they didn't work anymore, I tried everything. I am not a big underarm sweater much less stinker. I went to the clear gel and made sure it had alcohol as one of the ingredients in it, it took care of the problem like a charm. I've noticed discrepancies and changes in other products I use, but that's for another day. Tell me, have you noticed anything different? If I don't get some productive feed-back on this I will keep posting it until I find a title people will respond too. I want to know what you think.