Undyed. Unsealed. That's the whole reason she uses it.
Most rope scratchers are dyed and coated so they hold their shape on a shelf. That coating does its job. Nothing soaks in.
So your cat scratches it, leaves her scent, and by the next morning it's gone. She smells nothing. It's a stranger again, and she goes back to the couch.
Territory Nest is hand-braided from raw cotton and linen rope. No dye, no seal. Her scent goes into the fibers and stays there. That's why it gets better the longer she uses it instead of worse.