I'm interpreting this to say as consumers we should select a soap based on price point and ignore all the hype and marketing - apparently in spite of their efforts it's all good.
Unfortunately it not uncommon for a shampoo which sells to the brand for well less than £10 a gallon to suddenly cost the same amount for 10 times less product. Really, you have to try for yourself and basically ignore all marketing nonsense. Reviews from your peers are helpful but don't trust those on UK forums, too many 'detailers' are getting paid to post positive reviews.
Basically, if a brand is marketing the life out of their range, be suspicious. Then, buy sensible and don't fork out silly money unless you know it to be worth it - often big price tags are there to encourage big spenders, not because the product is really worth it.