Review on Banish Yellow No More! 20 Ounce by Kevin Gonzalez

I bought this direct from Whik a couple of years ago a couple of times. This is an amazing white cotton bleach. I started using white bath towels a few months ago and the special shampoo my husband uses has started to yellow the towels. Funny. And I didn't understand it right away. I don't remember how much it used to cost, but I can't imagine it costing more than $15. Now? 40 dollars! You use 1/2 cup in hot water and need to soak white items; I soaked them for several hours. Then machine wash again with 1/2 cup. So you can get used to it quickly. My particularly yellowed towels need a few soaks/washes, but we'll get there. I really really hope that Whik will drop the price at some point; I would like to know why this has to be so expensive. But this is a great product.