I too have been very confused. I've been trying one brand at a time from the local health food store. I'm making my way down the shelf of jars that say virgin CO, cold press, and like that. I saved the bottles as I went along. I'm not at home this week so I can't name names, but the gist of my testing so far:
Brands 1 & 2 were excellent in flavor, light coconut taste and could be used like butter. I could take these straight, by the Tbsp, to help suppress appetite when dinner was an hour away.
Brand 3 smelled and tasted horrible. I returned it to the store. Don't know if it was just a bad batch and was rancid, or if that brand is like that all the time. The woman tried to say it was just a "whole flavored CO" but that was nonsense, I know rancid when I taste/smell it. If I had tried that brand first, I never would have tried CO again.
Brand 4 was tasteless, oily, and made me nauseated when I took 1 Tbsp straight. Then I spent the entire morning running to the bathroom with the runs. It wasn't by chance: I tried it again the following week, same result. It makes a good purgative!
When I get home I can summarize the brands. I guess the point is to keep trying until you find a brand you like, before ordering by the gallon!