Who needs Zen when there’s ultra-concentrated Joy? Of course, the claims are lies: it’s a cheap detergent, no more concentrated than any of the competing brands, and a little bit of it doesn’t go very far at all. But at least it doesn’t claim to be “Home-E-Zential,” or (like another one of Trader Joe’s cleaning products) Next to Godliness.
I have to say, though, I think the soap makers are thinking too small. Cleaning needn’t be merely joyful, meditative, or morally improving; it can and probably should be a life-changing experience. I’m sure an Orgasm detergent will be coming soon. But what about Epiphany? What about Jesus?! This is America. If we can expect epiphanies for breakfast, it may take more than mere joy to clean the dishes.