Not a phlox: but what is it?

I have several of these plants. At first glance they look like phlox. But they're not. They are slightly fuzzy. Leaves slightly larger than my phlox. No petioles. Sides of the leaves curl up slightly. Ends of leaves are rounded, not pointed like phlox.

I attended both my garden club sale plus a garden swap last year. I usually remember what I get but this one escapes me. People DO misidentify plants, too.

Ideas? Thanks.

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