It's weird - I found that period blood had a smell, not a strong smell, but a mild but not particularly pleasant smell, and, yes, a bit fishy - when I used disposable pads. This was back before perfumed ones existed, so no perfumes getting in the way. Tampons were/are even worse and I used to find it really unpleasant to use the toilet immediately after my mother if she was on her period - she always used tampons.
However, using a mooncup, it doesn't smell like that at all. There is a metallic smell, of blood - similar to the smell of raw bloody meat or the taste of blood if you cut yourself and lick the cut. But nothing at all which could be described as an "odour".
I don't think it's likely that my menstrual blood randomly stopped smelling, it's got to be something in the make up of pads and tampons which causes the bad smell. The only time I've ever had a bad smell with a mooncup is when I've forgotten about it and it's been in over 12 hours.
So it makes sense to me that Always are receiving feedback from consumers that they are concerned about the smell of their periods and looking for scented products to cover up the smell. The problem is, that it's actually the product causing the smell in the first place!