Because then it'll smell too strongly and there's nothing worse than if someone smells like they've bathed in their perfume/cologne, no matter how pretty the scent is. Plus, if I spritz it in the air and walk through it, I use much less of it - not sure why, I guess I can gauge how much I've sprayed better. That bottle was really expensive, and that was when my Dad found a deal in Manhattan after he left work. It was his going away present to me and I don't wanna waste it!