Stinky New Wool Rug - What Gives?

Recently found your site and thought I'd solicit your advice. I purchased an all wool rug from Company C in December, 2006. After the first 6 weeks or so, I noticed a strong "weird" odor coming from the rug. I thought it was just the new wool rug smell. Well, was I wrong! The smell continued to grow stronger to the point I thought I was crazy. I finally contacted the company and asked some questions. Apparently, the rug was made in India, but it is all wool. The customer service rep instructed me to let the rug sit outside in the sun back side up for a whole day if possible to finish "curing" it. What the heck? Is there anything I can do to make the smell go away?