Will of B&M certainly has a qualified opinion on soap bases, scents and essential oils but his MWF scent speculation, with repeated emphasis on cheap and synthetic, verses his own soaps marketing emphasis about using quality, expensive ingredients, greatly dilutes his argument for me.
Its a certainty that a small batch Artisan is not going to have nearly the ingredient buying power, distribution or production efficiencies that Mitchell's has, so if Will is speculating that MWF contains mainly cheap and synthetic ingredients, simply because it retails for £6 and that quality essential oils are expensive, I'm dismissive of his weak argument.