Seed Starting Mix!

I've seen "Pro Mix" mentioned a lot as a good seed starting mix. I've asked for it at a number of garden related stores and no one seems to know what it is. I'm not sure when I ask for it if "Pro Mix" is a brand name or a generic type of mix.

I used to be able to buy a granulated mix with pearlite or some other moisture retaining substance like vermiculite in it. It seems every bag of potting or seed starting mix I open today is fibrous consisting of peat moss or coconut coir. Did they discontinue the granulated mix for retail sales? I still find it if my wife buys potted plants like Boston Ferns or almost anything else because thats what they pot up with.

Ted