Patience, mon vieux!
I think you may have hit on something. Many men still don't want to smell too nice. Soap is plenty for them. When I was a kid, most guys used something called "after-shave." The idea was to take away some of the razor burn. The stuff was scented so lightly that after a few minutes you could hardly tell it had been applied.
Later, some guys began to wear eau de cologne (popularly "men's cologne"), which was a little more long-lasting, but still not too much for the typical male ego of the day to bear. Then the French companies started marketing eau de toilette strength in men's fragrances. It was OK; they were foreigners, so what could you expect from them? Plus the chicks dug it, and it helped with the romantic stuff, so everybody got on the bandwagon for it.
Now, you see many men's scents, even some of the designer houses' output, being marketed to men in EdP strength. More and more metrosexuals are getting into niche fragrances with EdP and even EdP Haute Concentration labels. And of course, now some of us even wear "women's" EdPs or even pure parfum.
Buck up, my friend: the world is going our way, even though some may say "Where am I going, and what am I doing in this handbasket?"