+4  A: 

You must be checking into the cell.contentView not the view itself. :)

gcamp
A: 

Since you're creating the cell in Interface Builder, I wouldn't use the tag thing anyway. I'd just subclass UITableViewCell as MyCell or something, change your table cell's class to MyCell, then declare some IBOutlets in MyCell that you can connect the subviews to. That also allows you to define some convenience methods/properties for the cell as well.

Then you can forget the tags and just do myCellInstance.nameLabel.text = @"Joebob Briggs" or whatever.

Nimrod
No need to subclass. @gcamp is correct, you can find the labels in `cell.contentView`.
Adam Woś
Well, it may not be needed but to me the tag thing is more like a last resort because you now have to manually keep some constants in sync. If you use the tag number thing, at least add some stuff like "#define kNameLabelTag 1" somewhere to help keep things in sync. Unfortunately IB won't let you type that define in for the tag, but will keep IBOutlets in sync automatically.
Nimrod