Although I don’t really follow the doings of big corporations too closely, I just saw a commercial on tv putting down candles in favor of some type of  air freshener scent pumping gadget. This brought to mind that this was the same air freshener company that jumped on the candle bandwagon several years ago - apparently without much long term success.

Their candles were not particularly good - I guess their market research didn’t turn up the fact that candles actually need to throw scent to sell well.

Perhaps their advertising would be more honest if they said “this gadget is better than the crappy, poorly scented candles we used to try to sell you”.

I suppose time will tell if folks will prefer a gizmo to pump out fragrance rather than the beauty and ambience of a burning scented candle - though I’m sure there will be at least a limited demand for it. I have serious doubts this product will take much of a market share and suspect that for all their market research budget, they still don’t have a clue.