 There's conventional ways of thinking that we've been conditioned through... Is it useless then? The foam? People are conditioned to expect a very foamy, almost burning, freshness feeling. It provides more surface area for the toothpaste and the toothpaste to actually get inside of your teeth. So, you know, foaming agents are great because it does help add to the kind of dispersion of the toothpaste and making you feel quite fresh.