One of the biggest apparent changes now compared to five years ago is the diversity of good artisanal producers, many of whom do great work on fragrances in soaps/creams. It has possibly diminished the appeal of the more 'British establishment' makers like TOBS, DR Harris, GF Trumper etc.
TOBS Jermyn is still one of my favourites for performance because it always lathers easily and effectively, and I like it a bit more (for reasons unknown) than the comparable Proraso products. It's pretty good every time - rarely great and never excellent - but it's still what I usually suggest to people wanting to have a dabble with a brush and cream / soap for the first time. The Jermyn Street also has the advantage of being for sensitive skin, which might make some difference to me with my tricky skin and does make me a bit more comfortable recommending it to others. I guess it's all an ease-of-use judgement.
Trying out the avocado was a very weird experience for me, the scent is not my favourite. It did perform well when I tried it, but I spent the whole time smelling it rather than concentrating on what I was doing. From memory, it did have some interesting cooling characteristic though. Kinda soothing on the face.