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Consolidated Statements Of Stockholders' Equity (Deficit) (USD $)
Common Stock [Member]
Additional Paid-in Capital [Member]
Accumulated Deficit [Member]
Total
Beginning Balance at Jul. 31, 2012 $ 67,000us-gaap_StockholdersEquity
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
$ 63,251,000us-gaap_StockholdersEquity
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
$ (62,500,000)us-gaap_StockholdersEquity
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_RetainedEarningsMember
$ 818,000us-gaap_StockholdersEquity
Beginning Balance, Shares at Jul. 31, 2012 6,644,555us-gaap_SharesOutstanding
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Issuance of common stock in a registered offering, net 43,000us-gaap_StockIssuedDuringPeriodValueNewIssues
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
4,184,000us-gaap_StockIssuedDuringPeriodValueNewIssues
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  4,227,000us-gaap_StockIssuedDuringPeriodValueNewIssues
Issuance of common stock in a registered offering, net, shares 4,341,615us-gaap_StockIssuedDuringPeriodSharesNewIssues
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Issuance of common stock in a private placement, net 12,000pure_IssuanceOfCommonStockInPrivatePlacementNetValue
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
427,000pure_IssuanceOfCommonStockInPrivatePlacementNetValue
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  439,000pure_IssuanceOfCommonStockInPrivatePlacementNetValue
Issuance of common stock in a private placement, net, shares 1,183,333pure_IssuanceOfCommonStockInPrivatePlacementNetShares
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Share-based compensation expense - stock options   701,000us-gaap_AdjustmentsToAdditionalPaidInCapitalSharebasedCompensationRequisiteServicePeriodRecognitionValue
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  701,000us-gaap_AdjustmentsToAdditionalPaidInCapitalSharebasedCompensationRequisiteServicePeriodRecognitionValue
Share-based compensation expense - restricted stock   19,000us-gaap_StockIssuedDuringPeriodValueRestrictedStockAwardNetOfForfeitures
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  19,000us-gaap_StockIssuedDuringPeriodValueRestrictedStockAwardNetOfForfeitures
Warrants issued in connection with note payable   245,000pure_WarrantsIssuedForNotesPayable
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  245,000pure_WarrantsIssuedForNotesPayable
Stock issued for services, value 4,000us-gaap_StockIssuedDuringPeriodValueIssuedForServices
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
227,000us-gaap_StockIssuedDuringPeriodValueIssuedForServices
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  231,000us-gaap_StockIssuedDuringPeriodValueIssuedForServices
Stock issued for services, shares 400,000us-gaap_StockIssuedDuringPeriodSharesIssuedForServices
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Net loss     (7,671,000)us-gaap_NetIncomeLoss
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_RetainedEarningsMember
(7,671,000)us-gaap_NetIncomeLoss
Ending Balance at Jul. 31, 2013 126,000us-gaap_StockholdersEquity
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
69,054,000us-gaap_StockholdersEquity
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
(70,171,000)us-gaap_StockholdersEquity
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_RetainedEarningsMember
(991,000)us-gaap_StockholdersEquity
Ending Balance, Shares at Jul. 31, 2013 12,569,503us-gaap_SharesOutstanding
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Issuance of common stock in a private placement, net 123,000pure_IssuanceOfCommonStockInPrivatePlacementNetValue
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
6,494,000pure_IssuanceOfCommonStockInPrivatePlacementNetValue
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  6,617,000pure_IssuanceOfCommonStockInPrivatePlacementNetValue
Issuance of common stock in a private placement, net, shares 12,082,194pure_IssuanceOfCommonStockInPrivatePlacementNetShares
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Shares issued in connection with financings 4,000pure_IssuanceOfCommonStockForFinancingActivities
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
(4,000)pure_IssuanceOfCommonStockForFinancingActivities
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
   
Shares issued in connection with financings, shares 415,643pure_IssuanceOfCommonStockForFinancingActivitiesShares
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Share-based compensation expense - stock options   80,000us-gaap_AdjustmentsToAdditionalPaidInCapitalSharebasedCompensationRequisiteServicePeriodRecognitionValue
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  80,000us-gaap_AdjustmentsToAdditionalPaidInCapitalSharebasedCompensationRequisiteServicePeriodRecognitionValue
Share-based compensation expense - restricted stock   2,878,000us-gaap_StockIssuedDuringPeriodValueRestrictedStockAwardNetOfForfeitures
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  2,878,000us-gaap_StockIssuedDuringPeriodValueRestrictedStockAwardNetOfForfeitures
Shares issued in connection with severance agreements 11,000pure_IssuanceOfCommonStockInConnectionWithSeveranceAgreements
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
814,000pure_IssuanceOfCommonStockInConnectionWithSeveranceAgreements
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  825,000pure_IssuanceOfCommonStockInConnectionWithSeveranceAgreements
Shares issued in connection with severance agreements, shares 1,165,000pure_IssuanceOfCommonStockInConnectionWithSeveranceAgreementsShares
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Stock issued to investors to amend subscription agreements 2,000pure_IssuanceOfCommonStockToInvestorsToAmendSubscriptionAgreements
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
283,000pure_IssuanceOfCommonStockToInvestorsToAmendSubscriptionAgreements
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  285,000pure_IssuanceOfCommonStockToInvestorsToAmendSubscriptionAgreements
Stock issued to investors to amend subscription agreements, shares 218,938pure_IssuanceOfCommonStockToInvestorsToAmendSubscriptionAgreementsShares
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Stock issued for services, value   25,000us-gaap_StockIssuedDuringPeriodValueIssuedForServices
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  25,000us-gaap_StockIssuedDuringPeriodValueIssuedForServices
Stock issued for services, shares 20,000us-gaap_StockIssuedDuringPeriodSharesIssuedForServices
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Issuance of common stock for consulting agreements 11,000pure_IssuanceOfCommonStockForConsultingAgreements
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
759,000pure_IssuanceOfCommonStockForConsultingAgreements
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  770,000pure_IssuanceOfCommonStockForConsultingAgreements
Issuance of common stock for consulting agreements, shares 1,100,000pure_IssuanceOfCommonStockForConsultingAgreementsShares
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Issuance of common stock for the cashless exercise of warrants 1,000pure_IssuanceOfCommonStockForCashlessExerciseOfWarrants
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
(1,000)pure_IssuanceOfCommonStockForCashlessExerciseOfWarrants
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
   
Issuance of common stock for the cashless exercise of warrants, shares 100,662pure_IssuanceOfCommonStockForCashlessExerciseOfWarrantsShares
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Settlement of warrant liability   97,000pure_SettlementOfWarrantLiability
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  97,000pure_SettlementOfWarrantLiability
Issuance of common stock upon vesting of restricted stock units 12,000pure_IssuanceOfCommonStockUponVestingOfRestrictedStockUnits
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
(12,000)pure_IssuanceOfCommonStockUponVestingOfRestrictedStockUnits
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
   
Issuance of common stock upon vesting of restricted stock units, shares 1,205,000pure_IssuanceOfCommonStockUponVestingOfRestrictedStockUnitsShares
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Issuance of penalty warrants   23,000pure_IssuanceOfPenaltyWarrants
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  23,000pure_IssuanceOfPenaltyWarrants
Warrants issued for services provided   121,000pure_WarrantsIssuedForServicesProvided
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  121,000pure_WarrantsIssuedForServicesProvided
Issuance of common stock upon exercise of warrants 5,000pure_StockIssuedDuringPeriodValueExerciseOfWarrants
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
332,000pure_StockIssuedDuringPeriodValueExerciseOfWarrants
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
  337,000pure_StockIssuedDuringPeriodValueExerciseOfWarrants
Issuance of common stock upon exercise of warrants, shares 518,000pure_StockIssuedDuringPeriodSharesExerciseOfWarrants
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Net loss     (11,050,000)us-gaap_NetIncomeLoss
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_RetainedEarningsMember
(11,050,000)us-gaap_NetIncomeLoss
Ending Balance at Jul. 31, 2014 295,000us-gaap_StockholdersEquity
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
80,943,000us-gaap_StockholdersEquity
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_AdditionalPaidInCapitalMember
(81,221,000)us-gaap_StockholdersEquity
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_RetainedEarningsMember
17,000us-gaap_StockholdersEquity
Ending Balance, Shares at Jul. 31, 2014 29,394,940us-gaap_SharesOutstanding
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
     
Issuance of common stock in a registered offering, net, shares 9,958,032us-gaap_StockIssuedDuringPeriodSharesNewIssues
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
    127,993us-gaap_StockIssuedDuringPeriodSharesNewIssues
Net loss       (1,934,000)us-gaap_NetIncomeLoss
Ending Balance at Oct. 31, 2014       $ 6,209,000us-gaap_StockholdersEquity