Could be just the picture with the flash that does it but this stuff is pretty well all purple as well! I mean the bag appeal when I first received it was phenomenal! The smell is a strong grape odour with a hint of gassy cookies, honestly the smell is a strong 9/10 for me! The burn on it is a nice ...white ash and tastes great in my bong, not to strong of a smoke as I am a heavy smoker but does the job for sure! Also had a mishap where they forgot to send it in my first order so I did end up getting it after they had it off their menu for a couple days. Ended up sending me 30.5 for the mistake but overall experience with this MOM id also rate a solid 9.5 as they came through with their customer service very professionally.. quick response times and sent out a replacement 30 minutes after I emailed them addressing my problem, sorry about the rant but once again no complaints with this PSC or MOM for that matter! Glad I got a chance to pick up a zip of this beauty