Heh. I just spent 25min telling a colleague of mine about Lapsang Souchong. I made a cup for him, because he wanted to try it. He loved it. Well, he tried it before and liked it, so he wanted to try mine
You had to see a smile on his face when he was inhaling the aroma. He is an IT lecturer but at home he is a big fan of wood work. I think most of the furniture in his house was made by his own hands. I guess he could associate himself with this aroma of burned tyres