People can say anything is 'natural' and just because it might be doesn't make it better. In a soap, I'm looking for hardness[is it hard? does it get all goopy in the shower?], shower fragrance[does it smell good in shower?], out of shower fragrance[does it smell good on skin?], and moisturizing and skin feel[does it make my skin feel soft? does it have ripples that feel good on skin?] I tend to gravitate away from flower scents, and towards unisex.
Note that no where on this list- which is quite extensive for a layperson, is 'naturalness'