Let's put it this way, there wasn't a mass market for themself.
You want a watch a movie with it smelling? Have you ever smelled blood and rotting corpses? Movies like Saving Private Ryan would go from entertainment, to down right disgust. Half their movie audience would puke. War veterans say one of the worst things is the smell. Imagine our WWII vets watching SPR and being reminded by not only the picture and sound, but by the smell. It's not a happy memory.
The concept that they are able to create smells is cool, but there really isn't a use for it.
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