I just blocked my Brea bag in preparation for the lining and handle and totally destroyed!

All of the cables have completely lost their plump and definition. The whole thing looks like a matted mess....

What can I do? Has anyone else had a bad blocking experience?
I find this to occur with almost everything I block...but I've continued to do it because I'm a new and naive knitter. And all over the place I read blogs etc about how blocking works "wonders" and how knitters can tell when projects aren't blocked and how it's so amateur looking and blah blah blah....So I've trusted that and carefully wet block everything (I use Eunny's tutorial).
And honestly, everything looks like CRAP after I block it! If it's a flat stockinette piece it grows these weird hairs. And if it has any kind of texture in the knitting--like cables, etc--it's completely and utterly lost. Just a flat, old tired looking mess. What can I do? I'm tired to destroying these time consuming and sometimes EXPENSIVE projects...only to have them look even more amateur and obviously handmade. There's only been ONE time that I've noticed an improvement with blocking...so my personal numbers are discouraging.
What am I doing wrong? I'm so upset right now because I was so proud of these bag. It was so evenly knit, for me, and the cables looked so lovely. Now it's just a gross mess:
Compare it to how it looked pre blocking:
