Don't let the "whole wheat" words fool you. This tasted like no other store-bought, from-a-bag whole wheat bread that I'd ever tried.
I think the secret was the brown sugar.
If you thought consciously about it, you could detect the tiny bit of sweet the bread had to offer in each bite. It was hardly noticeable and I think made all the difference.
I keep wanting to make this again but don't ever think about it in time. When you print the recipe, notice that you need quite a bit of rising time, but it doesn't take too long to bake!