Some people would say it's hype. I disagree, I have major OCD about my MF being clean. Clean is subjective. Clean for me is spotless. So Tide Free and Clear will meet their definition of clean. The only OTC detergent I found that does a exceptional job at cleaning MF is Woolite it's also expensive. That leaves me using MF detergent because of price. After using quite a few over the years I have come to find two of the cheapest IMO are the best. Chemical Guys MF Wash running about $25 a gallon from the Chemical Guys Website and 3D Towel Kleen at about $17 a gallon. Chemical Guys sells a 16 oz bottle of their wash. 3D is gallon only. I would say after using 3D, the CG is slightly more concentrated for my HE washer. 3D towel clean I use 1/2 ounce for small load CG I use 1/4 ounce maybe a little more in a small load. ( I use the stock CG 16 ounce bottle cap to measure.)
I'm lucky my HE washer can stretch some detergent we always use 1/2 of what they tell you to use with regular HE laundry detergent lucky me works for MF detergent too.