I agree with what you've said here about taste. However, I would add that the use of extra virgin olive oil is so heavy handed with TV/marketing that people do

I agree with what you've said here about taste. However, I would add that the use of extra virgin olive oil is so heavy handed with TV/marketing that people don't realize just how much specific flavor it has - and that it's not an all purpose cooking oil as much as Rachael Ray wants it to be. I actually struggle to find light olive oil in stores, which used to be more of a standard I used for light sauteing, etc. I wonder how much of the dilution is based on the over strong demand for the stuff. and lack of definition of "extra virgin" by the US market? The article mentions it must be from the first press of olives, is this a labeling law in the US?