I don't get it

I've heard great things about PROBAR Nutrition bars.  They have won a few awards and were on my "list to try".  I picked up a few this week-end at Whole Foods.  Clearly I am missing something! I have tried lots of nutrition bars and can pretty much stomach anything, but these were inedible.  Ugh! I had to spit it out and brush my teeth.  Twice.  Please tell me if you disagree, but they taste like soap to me...