Lightmybriar, the advantage of flake is the flake form, it smolders, burns cooler, so has more flavor. When you rub it out, you partly destroy some of these advantages! Getting more oxygen in there burns it at a higher temp.
The key first step is recognizing when the flake is sufficiently dry for proper burning. Putting the fold at the bottom just blocks off the air flow which makes it harder to light and keep lit. With the right dryness, when you twist and stuff the flake, it will crack and break a lot allowing enough ingress at the crease for the flame to take hold and get a good false light. Once you get that top layer burning, like a fuse, it will take a slow burn, coolly, and feed the flame and smoke down to the layers below. As it smokes down, pull the flake away from the side wall so that air can get behind it.
You can easily have a tobacco that is too moist but it is hard to get one that is too dry. The thing about flake is that it is very deceptive because while the exterior may look and feel dry, the inside may still be wet. When it is dry all the way through, it will crack and splinter when bent rather than just fold over. It takes a lot of experimentation in how you fold and stuff to know when it is right. Your technique will vary depending on the dryness of the flake, the thickness of the flake and the diameter and height of the bowl. But once you experience a slow, cool and dry smoldering flake, the flavor is simply sublime.