Let's call it 'old technology' as complex detergent mixes are developed in the 70s
yes I think that's mostly it ,a detergent where the micelles are a bit smaller than usual , probably increasing surface area and efficiently to some degree .
But there seems to be marketing waffle from the get go with this ..For example the use of the term nanotechnology , they have chosen this term to confuse it with solid nanotechnology whereas in the case of detergent it just refers to the size measurement of the micelles ....I believe many other micelles are also in the nanometer measurement range .
So basically these words ...nanotechnology ..colloidal ...micelles ...are chosen so as to arm every reselling waffler with an eco site with a few convincing sounding words to put on their websites or to waffle over the phone or on forums to potential buyers.