I never use hickory either. I prefer the milder, sweeter flavor of fruit woods (apple, mulberry, cherry.) Recently I had a review on yelp, it was a good review, 4 stars, but he knocked me for not having any hickory flavor, like the "real" bbq joints in KC. Apparently he's from Kansas City. I get a lot of people from KC who feel the need to tell me that their hickory smoked bbq is the best in the world, and proceed to dispense advice on how I need to make my bbq more like what they grew up with! Tastes vary personally and regionally. Also "smokiness" is a perceived flavor, like "spiciness". Everyone's opinion is different. Add in the fact that every bbq pit is different, and how youre using it too. you just have wispy blue smoke coming out of the chimney, or it's chugging smoke like an old truck with a blown head gasket, that makes a huge difference!