The taste is milder than your typical grocery store hard red wheat, but has no lack of the wheaty fragrance you'd be expect. The flour is very light and easy to mix with water (thanks, Unifine process). The dough is also pleasantly elastic. As far as loft in the crumb, I wouldn't say I noticed dramatically more rise than other whole wheat flours in my pantry, but it rose well enough, and this may improve as I tweak my recipes.
The first thing I did is make my typical lazy, high-hydration, no-knead loaf, and it got eaten up promptly. I'd call this a success.
Last but not least, the bag I got was ridiculously fresh -- milled about a week before arrival.