Wood is where it is at if you want the best flavor. I grill and BBQ over wood exclusively. Woodfire pizza and smashed grilled potatoes dang near require wood to reach thier full potential.
Agreed as the different charcoals all impart there own flavor and heat characteristics. The generic brands typically burn less hot and the charred wood charcoal burns much hotter with the Kingsford variant in between in terms of heat. Indirect and a smoke tube with real wood pellets is where I usually end up.