If I were organizing a conference on the theory of smell, I would certainly include Luca Turin as one of the invited lecturers! He is charming, irreverent, and an expert and his lecture would certainly entertain and enlighten the audience. He unearthed a new theory of smell; not to include him would be a disservice to anyone attending the conference. Of course, he would cause a reaction, because he is strong and opinionated. He says, "When I wrote the perfume guide, most of my readers were gay men, and most of my acquaintances assumed I was gay, which I'm not, not that I give a damn. Real men don't smell things. It's a female thing" (Burr 12). That would make him an even more compelling choice for the conference. He would generate interest, some controversy, and entertain at the same time.

I think I would recommend this book to anyone interested in scientific discovery, and certainly, anyone interested in scents and the science of smells. While many people do not take...

The book is a fascinating look not only at the science of smell, but at the way big corporations operate, so at least some of the book would be interesting to students and pundits of business, as well.
Yes, for the most part, I enjoyed reading this book. I can see, however, that many people would be put off by all the scientific information the author presents, even if he is extremely good at breaking it down into simpler explanations that just about anyone can understand. Many people just would not find the topic interesting enough or compelling enough to wade through the science, although it is really an extremely fascinating book.