Did Dawn Change its Formula?

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My wife and I are not brand loyal people, but over the years we do have a few brands we tend to stick with. Rain-X windshield washer fluid, for example, as it works well and I like the way it beads rain on the windshield so I can use my wipers less and make them last longer from less wear and tear. We also prefer Cottonelle toilet paper since it is durable, and nothing is worse than paper getting stuck in bad places or breaking apart when you are using it. Years ago, we also stuck with Dawn dish soap because it simply worked better than other "value" brands, lasted longer in the sink through a round of dishes, and cut grease like nobody's business. But recently I have noticed it does not work as well, breaks down faster in a round of dishes, and hardly cuts grease like it used to, and I am certain that somewhere along the line they changed the formula. It seems to me they watered it down somehow, although I have no verifiable proof to back that claim up other than my own personal experience that something is not the same about the Dawn we use today and the Dawn we were using before. As a result, I see no reason to continue with the brand and pay the premium price for it, and our next batch of dish soap will be a value brand like Ajax or something. The thing is that sometimes these companies change their products but don't think customers will notice. But we do. All the time. And it never leaves a customer happy when something is changed, especially if it is done sort of behind their back to undercut the customer and dupe them. It takes years to build a loyal customer but only seconds to lose one. And sorry Dawn, but you've lost us. We will be moving on from here on out.