Actually, the entire purple thing poking out of the floral bracts is the flower. The sepals are buried somewhere deep inside the bracts, while the three petals form the purple tube-like structure with their ends curled backward. The stamens and pistil protrude out of this tube with the pistil forming the yellowish structure that walk2write misidentified as the flower.
As an aside, there are albino forms of this particular species with yellow bracts and pure white flowers. They are quite pretty in their own right.
—Prem
