Any biodegradable dish soap is better than your standard phosphate laden mass marketed product. I've used TJ's soap and it works pretty well - but over the years I have found that the best way to get the most out of liquid soap is to buy the biggest size, and then pour it into a smaller bottle for counter top use.
I always dilute it because it lasts longer for washing in an empty sink. Most people I know wash dishes under running water -- so save some soap by not pouring it all down the drain and dilute it.
Cutting soap with water actually allows the soap to emulsify and spread out quicker across your plates and glasses. It also prevents globs of soap from gathering undetected on dishes or pots, requiring extensive rinsing to get it all off. Most liquid dishsoap is far too concentrated and not liquid enough for dishwashing -- designed for quicker consumption rather than effective cleaning.
Of course - washing in a pot, bowl or tub of hot soapy water is much more efficient use of both soap and water.
Jenn A.'s keywords: dishwashing soap