I found that most are "too soft". I wash my towels and use only vinegar, not fabric softener, as the softener "coats" the fibers making them less absorbent.
I was recently at a high end store (way out of my price range-$60.00 for a towel). The towels were marked with a tag stating not to use fabric softener as it " may become damaged from from fabric softener voiding any warranties".
Mmm...$60.00 for a towel, it should come with a laundress and folding maid.