Concept: 4 out of 5
Execution: 3 out of 5
Yeah, but: It's hard make money from affection alone.
The Long Version: Method Laundry Detergent (manf) is one of those instances where the the great idea doesn't depend on the product. What they've done is get rid of the screw-top and cap, and replaced it with a pump that puts out a metered amount of detergent. It didn't go over that well for toothpaste, but it works for laundry soap.
There's an interesting phrase floating around. At the time of writing, Google was returning 112 hits from an exact match search for the phrase: "As highlighted in a recent Wall Street Journal article, Americans continue to overuse laundry detergent." (That article, almost never properly cited, is here.) The tendency for pouring detergent is to use too much, either by over-filling the deceptively large cap-cups or by pouring it directly into the machine. Highly concentrated detergents just make matters worse, since a little bit too much is a lot more than anyone really needs.
While there's nothing stopping the detergent makers from putting pumps on huge half-gallon bottles, Method's using it on a detergent that's so heavily concentrated that they recommend using only four pumps per load. That makes it practical, since the little 300ml bottle is easy to handle but is still rated for 25 loads. Doing the math, that works out to less than a tablespoon each - not nearly enough to be psychologically satisfying when poured, but the little pump makes it alright. And that amount is what the swimming-pool sized top-load washers need; front-load washers use far less water and need far less detergent. My Asko washer-dryer might be a dog, but I've been very happy with only one pump per load.
Another interesting little tidbit from the WSJ article can be found at the end: "Seventh Generation's co-founder, Jeffrey Hollender, wonders why more people haven't stumbled upon laundry's big, dirty secret: "You don't even need soap to wash most loads," he says. The agitation of washing machines often does the job on its own." It's a good question, but I've never felt the desire to test it. I'll just continue to use a tiny little bit of the Method detergent instead.