blueman wrote:

: What could I possibly be doing wrong?

Are you putting on a top clear coat (varnish, shellac, lacquer, etc.)?
Dyes (which, in spite of the syte/stain distinction, are in a lot of thing
labelled "stain") only show their true color and darkness once a topcoat
is applied. This is most extreme with aniline dyes, but it might be
happening in your case as well.

-- Andy Barss