I'm not one of the people who cares about the smell of books, but I don't think it is the smell itself, but the smell in context. People love the new car smell in the context of a new car, but they aren't as likely to enjoy the smell in some other context. It's really not a great smell, but people experience it when they are excited about the new car, it's part of the experience of buying a new car. Similarly, people who like the smell of a book like it in the context of a paper book.
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