Formatting a date inside a non-editable datagrid

[Chumley the Walrus]

Inside a datagrid that has editcommandcolumns and such, I'm able to
format a date variable with DataFormatString ="{0:d}" to display a
properly formatted date of 7/14/2004 instead of 7/14/2004 12:00AM. But
I have a datagrid that just displays data, and when using :

<Columns>
<asp:BoundColumn
DataField="mydate"
HeaderText="My Date"
DataFormatString ="{0:d}"

</asp:BoundColumn>
</columns>

...to format the date display to the simple 7/14/2004, it still gives
me the display of 7/14/2004 12:00AM, and of course I want to eliminate
the 12:00AM.

????
Chum