I want someone to start a monthly subscription service that mails HEB tortillas within the continental US using UT Austin students as the smurfs. The ad copy writes itself.
I'll avoid going during super busy times (which is always) but if the meal calls for tortillas I am going to HEB.
HEB tortillas are good for a store brand but you can get better tortillas at any half decent Mexican mom and pop store in SoCal.
The difference is that cook them in something cast iron pan like with lard the way my grandmother did. In her case, big ass can of crisco. I bet a lot of people would be turned off if they realized that, but there ain’t no way around it for the taste.