Odour masking clothing?

Surprise surprise another Australian innovation, this time from King Gee. King Gee have combined with CSIRO to develop an odour masking clothing using nanotechnology. Full article here. So what does this mean for water consumption? Can it be now acceptable for people to take less showers? Possibly not, for health reasons. But it does mean people can ride and walk to work more often without worrying too much about bad body odour. Let's hope this technology matures quickly and integrated into everyday clothing.