A lot of people fall into traps on smells. Most smells come from a build up in bacteria.
New leather has a nice smell that every one associates with it but that is not the smell of leather itbis the smell of the chemicals and finishes used during the tanning.
With wool there are lots of therories but basically with commercaially made carpets the wool has been fully cleaned and treated prior to dying and in that process all bacteria and enzymes will be killed off, the same in the dying process as very high and very low ph chemicals/ Dyes are used along with high heat, and again this will kill off anything in the wool. My own therory is that in woven carpets its the dye that gives the odour off and not the wool. On tufted wool carpets i think it could be the dyes or the backing adhesive.
On wool rugs, well this could be many many things that give off odours. Saying the rug is made of wool doesn't always mean 'sheep'. Often hair and wool of goats and camels are used and they both have an odor. For example Rugs from Turkey that have camel hair in them have an odor.Here's a quote from an article regarding Bokhara rugs: The warp is of brown wool or the coarser hair of the goat. Spinning these filaments is a difficult task. When wet they curl so tightly that they cannot be spun at all; therefore the hair is not always washed, but after the shearing is carefully combed. There sometimes remains in a warp made of this thread a strong odor which it is quite difficult to remove.