We have FIVE senses, why not use them all?

http://media.guardian.co.uk/marketingandpr/story/0,,1698317,00.html
As a basic proposition, this seems to be absolutely make sense, although Mr Phillips does overdo the criticism of the dominance of visual media - it is most of our sensory input, so it seems to make sense to use that.
And Starbucks, and many stores before them, have been using control of muzak to influence or moods in-store for a long time.
But there's a hidden bear trap for anyone seeking to use smells and sounds to tap into our emotions — customers may perceive these media as a covert means of manipulation analogous to the (banned in the UK) use of subliminal images (one frame out of 24 per second with a call to action) in films and adverts.And that would have the opposite effect to that intended — making you mistrust the brand!