Well, customer desides and 100 % clean is bought by the ones who value 100 % clean, simple to me. Actually the "20 ppm Mills" make good markets to "100 % clean product". Quality pays. To think about the price, as a european (I have lived a year in US though....), I don't understand, why you don't simply make & eat your own Oats porrige? It's easy, healtier...