Smell that Freshness

The air freshener in the ladies' room at work describes its scent as follows:

And yet, if you turn the can just a titch, this is the list of ingredients.  I admit they're not that bad compared with a lot of other chemicals out there (e.g., toxicity for the second chemical on the list with all those % signs and the dimethyl benzyl ammonium saccharinate is "slight"), but they're still not something I want to breathe deeply.

I'm particularly partial to the "CAUTION" and "KEEP OUT OF REACH OF CHILDREN" warnings it bears.

So okay.  Um, no.  In case you were still wondering, the scent of this stuff bears pretty much no relation to a lungful of fresh clean outdoors air. 

Who comes up with the names for these scents?  Do they take their jobs seriously?  Or do they name things with a little tongue in cheek, knowing the American public will buy the advertising, hook, line and sinker?  Mere idle curiosity.