Cynically, I suspect the whole thing is a bit of a cross-sell opportunity for retailers
Well, if it is, retailers are pretty poor at taking advantage of it. Gore is pretty poor at explaining how to care for its technical fabric, probably because it doesn’t want people to think it’s a faff.
All you really need to know is that breathable waterproof fabrics work best when clean. Normal detergents – Persil etc – contain all sorts of additive and agents that compromise the performance of the fabric. They do this because out of the factory, the face of the fabric is treated with a DWR (Durable Water Repellent) treatment, which is what makes water bead and run off.
The additives in normal detergents – and dirt and body oils etc – mask the DWR and stop it working, so the face of the fabric just soaks up rain, which stops the fabric breathing -> you get wet from the inside.
Sometimes just washing with pure soap is enough to sort it. Sometimes even if the fabric stops beading, heat treatment – a cool iron or maybe tumble drier at a low setting – is enough to revive it. Sometimes you need to re-apply a proofing agent.
If the fabric has a separate mesh liner, use a spray on the outside. If it’s a single layer of material, use a wash in.
There’s a nice vid about it on the Grangers web site as well:
[video]http://vimeo.com/37650561[/video]