I am conflicted on this one. On the one hand I don't believe that most consumers who buy the other products have read the ingredient label and understand the differences, having said that, I can also understand from BEN GAY's end it may not be feasible to make the texture or smell differences to the formula without reducing or changing active ingredients. Menthol is a perfect example as it has a very overpowering smell; even if you include masking agents to cut the smell, it may be that only reducing the percentage of menthol in the product will cut down on the smell.

And in fairness to BEN GAY the main product is specifically listed as 'Ultra Strength' so it is understandable that other types of the product would not be as powerful, though the patch you mentioned may be a bit misleading.