First let me tell you that I am Chinese. I grew up eating homemade Chinese food a lot. All my grandparents were from China and lived locally, and both sets opened and ran Chinese restaurants for many years.
Now you may think that the best place to get great soy sauce is the Asian markets. WRONG!!!. I buy my soy sauce at the local natural food co-op, even though there is a large Asian community here and there many very good Asian markets.
Let me preface my next statement by saying that I respect everyone's right to like what they want. I know what I like, you know what you like. That said, to use a cheesy analogy, La Choy is like American Cheese, Kikkoman is like a standard block of Cheddar at the local market and the good stuff like I get would be comparable to Eppoisses, Societe' Bee or Fiscallini (sp?) (you cheese aficionados KNOW what I mean).
The brand I am using right now is San-J Organic Shoyu. Although not full top shelf, it still light years ahead of Kikkoman. The really good ones are very expensive and are best appreciated as a dipping sauce base.