I found this to be totally true. I recently bought the Blushing Organic blush color and was shocked to see NO color at all. It looked completely translucent on my skin. I suppose I should mention that I am very fair and there was zero color payoff. I would have returned the product if I could, but the store I purchased it from has a no return policy. I won't make the mistake of trying another one of these blushes.
I do find that I get less colour pay off from the brighter colours, but I prefer my blushes that way. I like it because I'm never afraid to over-apply, and building colour is easy. Especially if you layer them over a cream blush!