'All natural' is very misleading, because pretty much everything is 'natural' - aka it exists because it was naturally derived, even if in small quantity, out there in the universe. Chemistry is natural. If you take natural materials, do natural chemistry, and create natural products, is it 'natural'? Oxides are an example of that - where the chemistry produces a superior, safer, and all natural product. I think most people mistake 'natural' for 'good' or 'healthy' where there is so assured correlation at all. In fact, it's interesting that most people (me included) prefer not to use petroleum, which is a natural plant breakdown product! For me, it's all about the trace contaminants and solvents which are not healthy that are a concern.