Vinod Nair, founder and CEO of the Sofft company, calls the technique "prevention based laundry." In the manner of a Silicon Valley programmer hawking a revolutionary new app, he sells his product with the vision of a changed future. If Sofft succeeds, he says, "we would expect an ecosystem change. The washing machine would have to change." We would all do laundry less often, he argues, because our clothes would stay fresh longer. His company calls this imagined world "Laundry 2.0."