The bags I get at the local store, the cheap ones in the blue and white sack, sometimes burn fine and sometimes I get a bunch of ash and no heat for ten minutes. Same brand every time, so yeah, it can't be the name on the bag. I switched to the bigger lump stuff last summer after a guy at the campsite told me the grade was what mattered, and the difference was real. The small chips light fast but they die out before the food is even close to done. Now I look at the size and how dry it feels instead of what it says on the front. Kind of wish someone told me this years ago instead of me wasting money on the fancy bag with the nice logo.