New app: send smells

Just announced an attachment app to your cell phone that can send smells. Yes, smells.  Just another way the  digital space is growing. Besides the obvious applications, like the ability to smell perfumes,candles etc before purchasing things online, think about all the other ways.  Such as context smell aware advertising.  If you walk into a mall, your phone can discharge a smell of the newest cologne and then direct you with a coupon to the 3rd floor Perfumania.  It is just an amazing thing to think about all the applications of this new technology.  Do you have any ideas?