while I have no doubt that the concept could (and probably has been) used well, every single time I've encountered it, it's just used as a transparently lazy excuse to have the characters fugg because 'pheromones' and 'heat' and 'primal instinct' or whatever rather than, y'know, actual meaningful character motivations or good relationship writing.
I'm sure there's interesting things to be done with it, both sexual and non-sexual, but I have yet to encounter it, personally, and the concept can very easily become a crutch for a writer to make sexytimes happen because horni, and not because it actually serves the story, if you aren't careful about it.