I can't get in to this book. The author gets off to a bad start in the Introduction: he gives credit for the book's origin to his wife, who is a "gourmet cook" and "reference librarian and an avid reader," but then diminishes her scholarly pursuits by listing her myriad hobbies; the author, meanwhile, sums up his work more simply and straightforwardly: "my life has been in the laboratory, studying the part of the brain responsible for the sense of smell." He apparently has no hobbies or pesky child-care responsibilities that would split his focus.

The fact that the author made up the word for the title isn't a deal breaker, if it's truly a new field, but he lost me when he quotes himself, including a quotation he said that appeared in an article by a different author.

No matter how interesting the brain science may be, this is an author unlikely to be able to get out of his own way, too full of himself to offer a connection to readers.