“Smidge’s unique formula works by throwing midges off our scent,” explained Dr Blackwell. “Midges start their hunt for us using smell, detecting CO2; and a whole cocktail of other body odours. It’s the release of CO2; in our exhaled breath that guides a midge to its prey. Smidge interferes with this process and confuses the insect – when a midge can’t smell us, it can’t find us and therefore won’t bite us.”
Knew all that (like most folk), don't need to be no doctor of midgeology or whatever she is.

Midges don't need to 'find us' when the air is thick with them FFS. Even if you walked around all day wearing a re-breather it wouldn't stop them.
Yet another 'breakthrough'

waste of money, that will, as usual (possibly) have a little effect on some people, and zero effect on most others.