If you have made a good genetic choice of partner (ie, someone with a significantly different MHC), then the theory suggests that you should not be able to choose something that smells nice to them based on your own preferences.

ECONOMIST: Perfume science

To me it smells of a nice backdoor ruse to get around the principle of network neutrality where every packet is equal.

FORBES: AT&T Looking to Double-Dip on Mobile Data Charges