Wood has flavor compounds in it charcoal is neutral. Think of it as the difference between a Nice Bourbon and Everclear. Before it is aged in Oak Barrels the Bourbon has some flavor but the oak is what makes it. Everclear is filtered through Carbon( main ingredient in Briquettes) to remove flavors to create a truly neutral spirit, or so I'm tole.
So from this we can see that there is more flavor in all wood. where the Charcoal and Chips/Chunks only creates some based on how much wood is added to it to produce the flavor compounds.
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