Tatami air

This is an ad for an air freshener with the smell of tatami (Japanese straw mats).
The text says 'Discover the fragrance of Japan Tatami. Fragrances from nature, inspired by the world'.

I saw it in a shop shortly after we came back from Japan and burst out in laughter.
Because tatami SMELL! They stink! Why would you want that in your house?! We crazy Westerners....