Paper is more reliable because it allows for little variation due to different lifestyle choices (food and meds mostly) that might alter the perception of scent on skin. Therefore something that smells good on paper each and every time and for each and every consumer guarantees a better sale, rather than risking other factors getting in the way (of course when the consumer gets home and smells it on his;/her person, that's another story...). Not that perfumers and companies don't test on skin as well, however. But you see my point.
Education on the other hand is something that is slower and harder to achieve. And is open only to the willing in the first place (not everyone wants to learn, many just want to spray something pleasant on and be done with it! ~not faulting them, mind you)
BTW, the coffee beans trick has been debunked by now, but the mainstream follows with delay.