Absolutely agree when I think "Bogner modded Marshall" tones, it is the Helios. The Uberschall, Ecstasy and Shiva are different beasts, although with some careful eq'ing, I could dial the blue channel of my old '96 Ecstasy 101b close enough to the Helios 100 I had to be happy....
So, going with the Helios, compared to really any Friedman, it retains much more of its Marshall roots: Reinhold didn't really smooth anything out in the top end or upper mids. All those wild harmonics are there, for the most part.
The Friedmans I have owned/played (including the SS100) are smoother and darker.
Not really a one is better than the other; all about personal preference. I am normally a Bogner guy, but preferred the 2016 BE100 I had to the much more wild and raw Helios 100.