Forms Data Controls :: FormView Clearing Value Set In Page_load / Initialize A Date Field In The FormView to Today's Date?

I have a page with a FormView on it. The page is strictly for adding records to a Table. I have the FormView bound to an EntityDataSource and everything works greate except for one thing.

I want to initialize a date field in the FormView to today's date. So, in my page_load event I have:

if (!Page.IsPostBack)
{
//Initialize SetupDate to today.
TextBox setupdate = (TextBox)fvJob.FindControl("txtSetupDate");
setupdate.Text = DateTime.Now.ToShortDateString();
}

The first time this page loads, the txtSetupDate field is initialized.

Although, and subsequent loads of the page doesn't initialize the Text Box. I step through the code in the debugger and I can see that the code is executig, but something (the FormView bind?) is "clearing" the Text Box.