Tide Cold Water Wash

Tide (laundry detergent brand of Proctor & Gamble) has recently launched a detergent specifically designed for cold water usage. In other words, even white clothes that normally go in hot water can now be done in cold water and not necessarily with bleach.
The commercials cite the monetary savings from not heating water for every wash as well as environmental benefits from using less bleach and less power to create hot water.