It's worth wondering how much fabric softener would cost someone over their adult lifetime as an exercise. Let's say 50 years of adulthood, and 12 bottles a year costing $10 each. That's six grand. For something that serves no functional purpose, makes towels less effective and has an environmental impact.
So yes it's a scam. If someone really needs to use fabric softener, at least buy a cheaper supermarket brand and use it sparingly.
12 bottles a year??? Lmfao exactly how much laundry you got? Assume a family of 4 does 3 loads a week (12 a month). A bottle of Snuggle fabric softener ($8) has roughly 112 rinse loads.