Buying "real" oil is a way of supporting and protecting the culture of high quality, family olive growing in Italy. Industrial production, mislabeling of low quality oil and ferocious price competition is putting many small, artisan producers out of business.
Extra virgin, cold-pressed, first-pressed, stone-pressed, unfiltered, low acidity... The lexicon associated with olive oil is confusing. I'll break down the vocabulary for you so you can focus on the pure, wonderful taste.