Highly popular, highly recommended, highly religious (bleh) but I didn't like it very much, what went wrong?

For one when you go you need to go on a market day, Thursday and Sunday. On any other day you will find this place on par with any generic town in Guatemala. The location is nice and the drive was good but most viewpoints where towards the lake and volcanoes.

Alright so market day is interesting to stroll through the markets but isn't that similar to the market in Antigua? Yes, for sure, so I don't see how it was worth it coming for the market day, maybe it used to be more interesting but vendors selling cloths and trinkets are not special at all. The churches were closed and don't strike me as unique.