Since I'm no where near an expert on the aroma beads, it very well may be true. But it just doesn't jive in my logic process. Of course, that assumes I'm processing facts not assumptions. At least for me, in the wintertime when it's cold out, the beads put out a softer throw, but it lasts much longer. In the hot summer, it'll knock you off your feet when you open the car door, but then it dies out completely in 3 - 4 weeks. I'm thinking along the same line as candles. Cold throw isn't near as strong as the hot throw and a votive with a small melt pool doesn't throw as much as a larger jar with a wider melt pool. Then again, with wax it may be that it needs to be melted (or at least softened)in order to release from the wax. Since I don't quite understand the chemical reactions I can't really say for sure. But, if there's a chance that heating it up is going to make the scent die faster on the customer, I'd rather take the time to make it as good as I can