That's an interesting article. Many orchid species use UV "pathways" to direct pollinators towards the sexual parts of the flowers. The fact that fragrance is used to attract pollinators is not surprising (bulbophyllums), and I'm sure that some flowers use a combination of vision and smell to attract insects.
It's curious that each flower emits it's specific odor to prevent self-pollination in this case, but it's not always the case with orchids!
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