I think it's a bit cheeky of Coles to say that their customers expect the best. Expect it? They have no choice when that is all Coles gives them to buy in the first place. Blemishes on fruit and vege is different to obvious bruising of the fruit/vege, where you know that the bruise means that the flesh under the skin will be no good but a lot of the other blemishes could be something as little as an imperfect colour. Like with bananas, a bruise will look diiferent to the 'blemishes' caused as the fruit ripens further. I read just the other day about bananas and how they are airbrushed to a solid yellow colour for print media so they look perfect, but how many times do you actually see a solid yellow banana in the shop? You don't.