I think it's more common for business leaders to ask themselves "can we convince people to buy this?" than it is to ask "is the science totally sound on this?"

I think it's more common for business leaders to ask themselves "can we convince people to buy this?" than it is to ask "is the science totally sound on this?" I agree with you, I was under the impression that smells are not effective at waking people up. However I've known many people to claim anecdotally that the smell of coffee or bacon are effective for this purpose. Maybe this varies greatly with the person, the smell, and their previous experiences.