Where is the blue in my "blue magic" Noro?

I bought some Noro Kureyon wool from www.yarn.com and it arrived several days ago. One of the shades I bought was #40, and the www.yarn.com web site described it as “blue magic”.

:?? I started knitting a scarf with it (to see if I could deal with the scratchiness of it, it’s not very soft) and I have created three stripes with it so far, none of them blue. (purple, reddish brown, and now green)

Where is the blue in my “blue magic” Noro??

Any advice? Did I just pick poorly or something?

I have only used Noro Silk Garden and I can say with that, although the merchants call it “blue” and “purple”, it was almost all black, brown, and gray with a few splashes of the advertised color halfway into the ball. When shopping for Noro one time at a LYS (can’t remember which Noro) they had 3 different colors, blue, green, and gray, and all 3 of them were EXACTLY the same browns and blacks except for the little splashes, only it was obvious in those balls.

Hmm, that’s weird. I just did a little google picture search(Kureyon 40) and sometimes the yarn actually did look blueish and sometimes not :??

For example here I can only see some turqoise and purple, but this actually is blue…weird!

I know, that not every skein is the same cause it’s painted yarn, but that much of a difference is just wrong. Sorry, I don’t have any further advise for you.

HUMPH. I might just rewind the ball and try to sell all of the darn stuff.

I mean, it’s beautiful, but I had pictured a beautiful blue scarf for my son… not purple, brown and green… ya know??? HMPH.

Even the same dye lots in Noro can be quite different. I don’t think you can ever really plan on having a “main” color with their yarns.