I personally would not consider the blooms to be insignificant...they are not tiny and hard to see. They bloom on a "bloom stalk" and in my opinion are quite pretty.
Each cloud has a silver lineing if only you look for it.
Perhaps it bloomed for me because I didn't plant it the ground, but rather in a pot. I love purple so I put the pot in the GH over the winter where it first bloomed. It has not been without blooms since it was moved back outside.
Each cloud has a silver lineing if only you look for it.