That's not exactly the same thing...
Tide W/ Downy scent and W/ feebreze  W/ Dawn etc...is a  different thing, it's not strange this here too,   we have Dixan with Ver Nel scent, We have Dash with feebreze and lenor  etc.... too that's  normal to have detergents with same company softeners, scents etc.... that's not about it...  that's not the  "odd" crossing thing I mean..
About the  All stain lifter formula  , well, I assumed that if  it is what they wanted to do they would probably have added to the Surf box "with the All stain lifters" not just All brand under the Surf...since they're two laundry detergents...
Probably it's me seeing it odd...
So yes I keep thinking this way is odd....for some reasons...
Anyway, that is probably as you say....