It's because they refine it so much there's really not much that's any good left in it unfortunately. Wholemeal is better and you can probably buy more unrefined ones from a health food supplier inthe UK.
And try Glebe Farm products as well....very very tasty, or Heatherslaw Mill are good, too - bunch of local suppliers around the UK - have a look at the nearest farmers' market
Or try a search on the BigBarn website - register and look at the map for your area or search by ingredient/product Site at: http://www.bigbarn.co.uk
You wern't really doing it were you? I thought you might have been in the Castle as their lights were going all sorts of colours , but must have benn something else on there.......