If you like chips better, eat chips. The rule here is 'don't waste calories' - not 'eat chocolate rather than chips.'

ie. instead of buying the cheap stuff you don't like as much, buy the expensive stuff because it's costing you more than money - it's costing calories as well, so you should get the most utility out of it you can, and put on the minimum calories for it. If you happen to like the cheap stuff more per calorie, then eat that. I always feel satisfied quicker with high-quality chocolates than chips and I assume that's true for most people, but it won't be for everyone.