Thanks Rose, of course! No it isn't superwash. Ah yes, I forgot to mention I had washed a swatch and it didn't look shrunk after hot water and detergent, but the water was very dyed. Maybe I should felt only in the dryer?
When things aren't felting/shrinking too quickly or well, I do more cold dips. In the washer on the hottest setting for awhile, pull it out, dip in very cold water and massage a bit, then back into the hot - etc. That cold dip shock really seems to work.