Hello,
We are very sorry for any confusion that our packaging caused.
About the quantity of product in the bottle, please note that this is a 16 oz. product that is packaged in a 32 oz. bottle so it will appear to be half empty. We provide a bigger bottle so you may use it to dilute this product or for other purposes later. This is a very concentrated product and you only need to add about 2-4 teaspoons/gallon of water so it will go a very long way. One 16 oz. bottle will make over 60 gallons of working solution!
Regarding the color and consistency of the product, this is a super concentrated product so it will appear to be a very thick dark brown liquid. However, once its diluted 2-4 teaspoons/gallon of water, the actual working solution will appear to be a very nice light beige color and the consistency of water. When you buy most products in stores they are already diluted so you are essentially paying for 95% water!