The link below contains an excellent article about a new UC Davis olive oil consumer study. Essentially the study showed that consumers do not prefer the oil that olive oil experts rate as the highest quality. The main challenge for consumers is acquiring the taste for the bitter and pungent qualities of real extra virgin olive oil. Acquiring this taste is similar to acquiring the taste for the strong and bitter flavors found in coffee and beer. However, when the consumers learned that the strong flavors found in real extra virgin olive oil is evidence of a high concentration of antioxidants they began to be more receptive.