I think there is a more functional and charitable read of this: not all of our senses are plumbed all the way through to our conscious mind at all times. small little hints (like minor changes in smell, relative humidity, maybe just pattern-matching on the lay of the land) are down in the noise, and pulling out your trusty sticks gives your subconscious a way to send a signal to your awareness.

Kinda like acupuncture - does my pulse really have seven levels that mean different things? I doubt it.. but a successful acupuncturist might still be able to diagnose "what hurts" using said technique, when really they've already picked up on other clues from your gait, posture, etc.

"subliminal" and "subconscious" are over-used and vague words, but we've all had the experience of wearing a new clothing item and receiving an uncommon number of compliments, including from strangers who wouldn't know it's new. I've always assumed we are unconsciously presenting the new thing with a bit of flair, and that equally-unconsciously draws the eye.