We become desensitized to certain forms of stimuli over time. Someone with horrendous body odor may not even notice it at first, but once he can actually smell

We become desensitized to certain forms of stimuli over time. Someone with horrendous body odor may not even notice it at first, but once he can actually smell it the stench is making his neighbors gag. In other words, it's bad enough that TechCrunch has noticed.