How many believe the hype, labels and advertising? I just made some "bullet proof" coffee, and the coconut oil label promises that it's pure, extra virgin, gluten free, certified organic by QAI (which has USDA approval), chemical free, Hexane free (a petroleum based solvent used in some processed foods), cold pressed, no trans & hydrogenated fats, a BPA free container which is reusable, bottled to retain nutrients, flavor and color. Ah, but here's the clincher. It promised me a "healthy soul." Not even my church promises that.