"This Much Cleaning Ingredients"

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I'm no grammar nazi, but I can't comprehend how Tide detergent can go ahead and use the phrase 'this much cleaning ingredients' in a commercial. I can grit my teeth with 'six items or less', but how can anyone say 'this much cleaning ingredients' sounds right? Obvously they can't show a bottle and say 'this many cleaning ingredients', and they can't change the grammar of the word 'ingredient' by saying 'this much cleaning ingredient', but clearly they needed to find a different way to say what they were trying to say. It's fingernails on blackboards to my ears.

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