Owning the olfactory experience. Why smells elicit different emotions between people?
This is the beauty of the art and science of olfaction. Strictly speaking, no aroma is bad (or good), but rather it is the emotive processing we give to it that adds meaning. Context (where it is experienced), culture (what does it mean to my culture), geography and of course personal meaning (scent of a loved one for example).
Did you know babies are actually fond of the smell of poo? Disliking it is a learnt association.