My MacB seemed crumbly as well, the flakes tend to tear along the long side very easily. Still as I've read elsewhere, the flakes are far more moist than they appear, and I actually had gurgles the first couple of smokes. I just left the tin open in the cabinet for a day or two, and now it seems perfect. Lots of flavor. My palette isn't educated enough yet, so all I really recognize is burley, but it's good in any case.