There's this gag on an old episode of The Simpsons: Homer and his lush friend Barney go to the Duff Brewery, and the tour guide is standing in front of three vats of beer. One vat is labeled "Duff," one is labeled "Duff Lite," and one is labeled "Duff Dry," and there are three pipes dispensing beer into each respective vat. The camera zooms back to reveal each of the three pipes are connected overhead to one big pipe. All three of these "unique" beers are the same swill.
This is what I imagine the Hugo Boss cologne factory to be like. One vat labeled "Boss in Motion," one labeled "Baldessarini," one labeled "Hugo," etc., etc., all filled with the same crappy, smell-alike juice. Boss Soul? Really, who cares? It all smells the same.