I have to say this, and am sorry if I offend anyone here, in the states it is a case of gluttony and overconsumption. I am french, but have lived in the states most of my life. I worked in the retail cosmetic industry for a while, and people were always buying more and more. "What do you have new? Oh, I have to buy that." was it because these were such great fragrances, no it was the name...Dior, Bulgari, anything for the brand name. People would not even smell the scent sometimes, they would just buy the name. They would buy Paris Hilton fragrances just because they had her name on them. In Europe it is different, young girls tend to try many things, to find what is their scent. Then they become pretty faithful to one or two fragrances, usually one of which their mother or grand-mother was a devotee, i.e. #5 Chanel, or Opium. Over here the mothers, daughters, and everyone else are buying, just for the sake of "newness". Where I worked, that was one of the things they told me to push, "newness". Forget notes, sillage, staying power, etc...push whats hot and "new". Obviously I was not the employee of the month, I had to much self respect to push Brittany Spears fragrant offerings (if that is what they would be called). People are all looking to fill this emptiness inside, as was stated by others here, and the big boy marketers are there with a fix. Unfortunately it lowers the overall standard. Which is why I pray that Creed will remain family owned (a huge look of disgust at the house of Guerlain) and keep providing the most wonderful compositions imaginable. And I am sorry to say, most of the fragrance trend in the world is directed by the USA. Case in point, Dior released Dolce Vita, which did wonderful all over the world, but horribly in the states. J'adore did well in the rest of the world, but did phenomenally well over here in the states. What did they do after that, well Dior decided that everything they create afterwards should follow a similar composition. Which is why Dior releases all have sparkling floral notes, but very few interesting darker ones. Even their make-up line is being geared for the American market. As long as the dollars keep pouring in, the mediocre scents will keep pouring out.