Why does the following not work?

In the InitializeRow for the grid, depending on status I need to set a template value.

For example I have the following line:

e.Row.Items(wdgPriceless.Columns.FromKey("STRIKE").Index).Text = "Strike"

The grid always shows an empty cell.

Here is the markup for the grid:

<ig:WebDataGrid ID="wdgPriceless" runat="server" AutoGenerateColumns="False" EnableAjax="False" EnableDataViewState="True" Visible="False">
     <Columns>
    
         ...
        
         <ig:TemplateDataField Key="STRIKE"  Width="25%">
             <ItemTemplate>
                 <asp:Label ID="wdg_lbl_Strike" runat="server" />
             </ItemTemplate>
             <Header Text="Strike" />
         </ig:TemplateDataField>
        
         ...
        
     </Columns>
     <Behaviors>
         <ig:Activation />
         <ig:RowSelectors Enabled="true" />
         <ig:Selection CellClickAction="Row" RowSelectType="Single">
             <AutoPostBackFlags RowSelectionChanged="true" CellSelectionChanged="false" ColumnSelectionChanged="false" />
         </ig:Selection>
     </Behaviors>
 </ig:WebDataGrid>