I can well imagine that.
When I open the plugin, I can smell that imaginary smell

Kind of cool.
What did you do in Hitsville, were you there as a musician or an engineer?
I assume you use the plugin as an insert. I never do that. It has far too much character for that and I think it's too sensitive to adjust.
I use it exclusively as a send effect, sometimes with a smaller stereo width or even mono.
I've used it in about 30 mixes, none of which have anything to do with Motown. If you listen to the songs, it's hard to identify Hitsville, but it gives them an unique character.
Yes, it is very bright and also brassy.
That's why I can only use it very subtly, mostly on vocals and back vocals, occasionally various instruments.
But then it works well and makes the tracks pleasantly airy.
Capitol is definitely more universal for me, there's no doubt about that.