I agree about too much smoke. But this seemed to have no smoke, in fact no real flavour - just wonderful texture. Ours was supplied (I thought they all were ...) uncut to preserve freshness.
It is very lightly smoked and I can totally see how someone would think it lacks flavor. For me, though, it's about perfect.
I've never actually bought it, only had it on CX. I may well buy some later this year, though.