Making sense of scents

Probably one of the most successful way of advertising is to tap into the sense of smell. A faint smell can trigger a plethora of emotion and memories. America's perfume industry made 64 billion dollars in 2005 by simply appealing to our olfactory senses. Chapter 8 explains why smells are so powerful. However, our sense of smell can be even more powerful if it wasnt so hindered by the "baggage" leftover from our mammalian ancestors.
This article reminded me of a fastfood article I read. The article talked about how fast food chains rely on smell to advertise their food. The author of the article was invited to a tasting of a new fast food product but shocked to find out that there was no actually tasting of food but rather a melange of new different chemical smells. The power of smell is so incredibly mindblowing and although it could be better, I appreciate it.
Jennifer Kim
PS. The instructions on how to extract DNA that Shubin gave (the white gloppy mess) was disgusting.