It all starts on your dinner plate. A mouth-watering description of grandma's roasted chicken and truffle-kissed rosemary potatoes; warm, crisp and ready for the taking. The description builds up from the beginning, leading you towards your first, succulent bite—then suddenly, nothing.

The rug is swiftly pulled out from under you, as you're left listening to a mediocre description of disappointment.

Then, the reveal. With a blocked nose, you can never really enjoy taste. Because, after all, taste is 80% smell.