That's fraud, they do the same thing with wine! The problem is that most people couldn't tell motor oil from olive oil!
Extra virgin is a marketing moniker, I remember Virgin, meaning 1st press, then they began promoting cold press, same as 1st as the wheel and juice get warmer as they are used and being subsequent presses they have more residue. So Cold & 1st press are synonimous. It all used to be unfiltered, but a cloudy look in the eyes of a buyer does not project "quality" so they filter all residue out, I personally prefer the unfiltered as it contains more of the original qualities. Someone said that Kirkland Organic Extra virgin is very good an I concur, but all oil is not the same so oil from different area may be more suitable for this or that purpose. I smile when I see people talk about Balsamic vinegar, the
real balsamic would not be bought by the majority of customers due price which is due to the minimum number of years required to be called such 12 years, what we get is molasses and caramel.

BTW there is one fellow from Bologna who makes real Balsamic Vinegar on Vancouver Island, can't remember the name though, but solely for personal use.