I immediately make my first cut using the proposition that any "flavored" or "wavy" chip is not a potato chip, it is just a way to deliver an artificial flavoring or dip using a chip.
I will admit that the chips of today are not as good as what we had 40 years ago, or even 20 years ago. Charles Chips were outstanding, delivered in that can as fresh and tasty as could be.
Utz have always been solid to outstanding. Then you have Gibbles, Middlesworth and all the copycats. Lays, any store brand, Herr's, and Diffenbachs are mediocre at best.