I don't have strong soap opinions, but I buy lavender-scented Dial body wash because I like the way it smells. My ex's dad worked for Procter and Gamble, and he said that he thinks soap companies started to market body wash more aggressively in the late nineties and early aughts because you're more likely to squirt out too much. With bar soap, you only use exactly as much as you need. That's his crackpot theory on the motivations of Big Soap anyway. Maybe P&G paid for influence on the script in that episode of Friends?