By pure, they mean unbleached and unscented. It's a common problem in the "organic" world. I heard of someone who bought a bunch of organic rubarb, ate the leaves, and had to get thier stomach pumped. And they spent the entire time saying "but it was organic". People don't think about what is IN their natural products in the first place.

As for the negative ion thing, I'm still on the bench. There is a lot of really interesting data out of Canadian and German labs, but the concentrations they are talking about just seem really, really high.

As for nuns lieing, don't make me go there. I'll get banned. :P