Unfortunately that is still most peoples solution to the problem and they still stink to high heaven.
Lets see some marketers do some good in the world, get them to realize that BO smells bad, a gallon of perfume/cologne smells bad and BO and a gallon of perfume/cologne together makes you smell worse.
Doesn't sound like they had to convince anyone they smelled bad, just that there was a new, more effective way to prevent it.
edit: My bad, read on and actually to an extent the headline is correct, so I withdraw my complaint.