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it's made to promote the new Teenage Mutant Ninja Turtles film.
looking at the images provided, it seems like the controller isn't scented on it's own. but it includes a pizza-shaped air freshener you plug onto the top of the controller to activate the scent.
if you don't want to fight against thousands of other people to win one of them, they're also going to put them on public display at the Microsoft Experience Center in New York on August 2nd.