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> This new bottle of Dawn spray with a nozzle costs about two dollars more than the regular version of Dawn liquid soap. P&G hopes consumers are willing trade up for the higher-priced version of because of the convenience the soap should bring to daily chores.

What convenience does it bring? The press release news article doesn't really describe it. When I'm washing dishes in onesies/twosies, I apply a drop or two of detergent to the scrubber, and scrub. This works like a charm. I don't see how this new product improves anything -- it looks like it's just a lot more expensive.