First of all "pure" isn't all the good things you buy olive oil for - nutrients, flavor and lack of trans fats are captured in the oil only if you press olives right after picking using absolutely no heat or chemicals.  This is where "virgin" comes in.  That term on the label means that the olives were pressed without heat and what trade calls "solvents" (i.e., chemicals) .  Here is what the olive oil  titles mean:  "Extra-Virgin" contains less than 1% acidity, which makes it easy to digest.  Extra-virgin is the purest expression of the olive in it's nutritional glory.  There is no guarantee of taste; each brand will be different, but this is the truly pure olive oil. 

When spending the hefty prices demanded for premium extra-virgins, make sure they have a harvest date that is less than one year back.  In the Northern hemisphere olives are usually harvested between October and January.  In the Southern hemisphere, between April and July.  Flavors fade after a year.  Olive-Oil Golden Rule:  Older is never better in olive oils.

"Virgin" olive oil can contain up to 4% acidity.  You rarely see this oil, which is just as well.
"Pure", "Pomace" or simply "Olive Oil" on the label indicates oils treated with chemicals and, in most cases, heat.  These do not belong in anyone's kitchen.  You lose nutrients and flavor.
"Light" is pure marketing.  Many think it means less calories.  It does not.  It means the oil is heavily filtered to remove flavor and color. 

For delicate flavors, check Italian oils for "Imperia" or "Lago di Garda" on the label.  These areas of  Liguria and Lombardy regions, respectively, produce buttery, mild and luscious olive oils.

Reasonably priced Extra-Virgin Olive Oils:  Bella, Carapelli, Cost Plus, Crespi, Costco Kirkland's, Toscano and Whole Foods 365.  Every part of the country will have different selections.

Olive Oil History

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