Before the 1990's when virgin and evoo was sold, markets carried plain old olive oil labeled as "pure" or olive pomace oil. The virgin oils were expensive and because of their low smoke points were to be used for low heat cooking or dressings. Because they were first pressed oils there was a limited supply. At least that's what I remember.
For the past 10 years or so I can't recall seeing much, if any lower grade oils on the shelves. Everything is virgin or evoo, which is now used for all types of cooking, except for very high heat.
So, what happened to the pure olive oil? I don't miss the crappy pomace, which I figure is used in a lot of restaurants, cafeterias and food making factories. And why is virgin and evoo now okay for frying and sautee?
)
