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Income Taxes (Reconciliation Of Effective Tax Rate, Percentage) (Details)
12 Months Ended
Jul. 31, 2014
Jul. 31, 2013
Components of Income Tax Expense (Benefit), Continuing Operations [Abstract]    
Federal tax benefit at the expected statutory rate 34.00%us-gaap_EffectiveIncomeTaxRateReconciliationAtFederalStatutoryIncomeTaxRate 34.00%us-gaap_EffectiveIncomeTaxRateReconciliationAtFederalStatutoryIncomeTaxRate
State income tax, net of federal tax benefit 3.40%us-gaap_EffectiveIncomeTaxRateReconciliationStateAndLocalIncomeTaxes 5.80%us-gaap_EffectiveIncomeTaxRateReconciliationStateAndLocalIncomeTaxes
Expired net operating loss carryforwards (0.80%)pure_EffectiveIncomeTaxRateReconciliationExpiredNetOperatingLossCarryforwards (9.70%)pure_EffectiveIncomeTaxRateReconciliationExpiredNetOperatingLossCarryforwards
Other (8.40%)us-gaap_EffectiveIncomeTaxRateReconciliationOtherAdjustments (2.90%)us-gaap_EffectiveIncomeTaxRateReconciliationOtherAdjustments
Valuation allowance (28.20%)us-gaap_EffectiveIncomeTaxRateReconciliationChangeInDeferredTaxAssetsValuationAllowance (27.20%)us-gaap_EffectiveIncomeTaxRateReconciliationChangeInDeferredTaxAssetsValuationAllowance
Income tax benefit - effective rate 0.00%us-gaap_EffectiveIncomeTaxRateContinuingOperations 0.00%us-gaap_EffectiveIncomeTaxRateContinuingOperations