Does it really taste better to "most" people? Could be. I've never seen a scientific poll on this (tho I'm gonna go look). But not to me and my family. I've been eating whole wheat foods my whole life (I've eaten mostly home-cooked meals) and strongly prefer the nutty flavour of whole wheat over the blandness of white flour. I usually add just a smidge % more oil/butter to my baking to counteract the slight uptick in perceived dryness, but for tortillas, roti, and naan, I can't tell any difference in dryness, just a nuttier flavour.

Anyway, I think people get used to what they get used to, like how Yanks can't tell that their supermarket white breads are usually basically confectionery.