I'm new to Peterson Irish Flake, but I love the flavor, hearty and rich. I dry it out in a pottery bowl and rub it out well, but it doesn't stay lit. I like it so much, I just go ahead and relight carelessly -- it's that good. But I may try grating it to make it even smaller, in hopes of an even burn. Anyone else have this problem? I'll use seven or eight matches to a bowl. It's worth it for the richness of the smoke.