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I think I read a nature article that we become desensitized to certain odors the longer we're exposed to them; like the rabbit under the flower bush will no longer smell the flowers so it can pick-up the smell of predators, etc. I think it takes 5-minutes for the nose to tune-out a scent; that's why you don't smell your perfume, room scent, candle after a while and might think it's not working. I think they make these multiple scent deoderizers that rotate the smell, so it sprays something different every 10 minutes so you always smell something.
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