This word is simply a Wild-Card. It can be used in many different ways in many different situations. It can be what you call a close buddy, a dickhead, someone who drives like an asshole, or your Dad when he is being a Chooch..
Hey Chooch, if you dont red this place up, you and I are gonna tangle assholes!" "Wow! look on the chooch on that chich.. Id let her play with my chuch" "Don't be a chooch" or simply "Chooooooooch