Flake just doesn't fire up the way ribbon, shag or crimp-cut does. While slow and gently puffing works once it is lit, a flake needs a vigorous, thorough first light, a tamp and relight or two (once again pretty strong) just to get that top ash smoothed out and an ember started. That top layer of ash, gently leveled, allows the flame to light the entire surface more easily. I really fire it up at first. Once the ember is established, you can back way down and it will stay lit for a long time even without puffing on it. I've set a pipe full of flake down for possibly ten minutes, and with a little damping and soft tamping, brought it back to life again. I think new flake smokers are a bit shy and gentle with that first few lights. Even rubbed out, a flake is a bit lumpier than ribbon or shag, and doesn't flash-burn. It's like kindling compared to wood shavings.