Seth Godin has an interesting take on stinky and stink-less durians and why the latter may not be such a good idea...
He suggests that the reason why non-durian eaters avoid durians may not be the stink at all.. And so, solving the stink problem may not result in a new breed of durian eaters... He goes on to explain by saying that non-customers are not the right people to get feedback from. This is because, in most cases, they are telling you why they don't buy something as opposed to what will make them buy that thing.
Interesting point and it kinda makes sense... Check out the post here.
Photo courtesy: Peter Emmett