in traditional times it was customary to buy a few outfits high quality clothing that would last, and wear the same clothes for a week at a time, and then really boil them clean. This is the European market.

post world war 2 consumer choice culture in the US led to people buying cheaper clothing but varying their outfits every day and cleaning them (with copious availability of water) with less intensity.

once these patterns are established in the market, they become more like customary and it's what consumers expect of their appliances, detergents, etc.