Americans like to pour their own laundry detergent and when concentrated detergent was introduced, Americans continued to pour the same amount and soap sales boomed. But when P&G introduced its laundry capsule, a 1-unit measure per wash, total detergent sales fell 5 percent from 3 years earlier.

Why would P&G create a capsule when people are happy with powder and liquid detergent and laundry sales are booming?