that is not plume, that is mold. Mold can be wiped off though and then the cigar can be smoked as long as the mold has not made it to the foot of the cigar (open end).
I have also gotten plenty of moldy foot cigars and returned them with ZERO issues.
Who did you buy from? Famous? I have never ordered from them so I cannot speak to their quality of service. Every time I have cigar issues an online retailer (CI or JR) they normally give me MORE than I asked for ,..... (IE - keep the 2 moldy and the 18or23 good ones and here's a free box or 5-pack). This should never be a "deal with it" situation because they can easily turn the cigars back in to the MFG and receive credit.
BTW, I shop online and locally for cigars. I support local B&M's because we need a place to smoke and the people can sometimes be great. I shop online when I'm looking for specifics and rarities. I promote that you do both as long as you don't forget the little guys. And finally, If you are going to shop locally.... the only place you should be going is Governors Smoke Shop. Smartest dudes around.