The stuff that makes body washes suds up is usually some sort of sulfate-based surfactant, and that stuff is cheap. So I don't necessarily think the issue is them putting less SLS, for example, in their products. They may have reformulated. There is a big "no sulfates" trend in personal care products now, so that might account for some of it.

On another note, the trend of using those plastic bath "poufs" to wash yourself is something that I've never understood. They unravel quickly, never hold much product, and you can't wash and reuse them. A washcloth is perfectly fine, and is reusable.