The less absorbent towels are the ones that contain fabric softener. Fabric softener is a waterproofer, which of course, prohibits absorption. They initially contain fabric softener because it makes the towels feel softer and more luxurious and makes them more enticing to purchase.
When I purchase new towels, I wash them and then rinse them in white vinegar to remove the factory fabric softener. A white vinegar rinse after you have had them for a while, will also help remove detergent buildup (which can make them feel stiff).
Cotton is quite soft on its own and I can never understand why people would add fabric softener to their cotton towels.
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