Agreed, Naked Whiz is dated. Also the quality of lump you can readily find keeps going up and up and there are an ever increasing number of brands, so the "range" has expanded.
Royal Oak would definitely be on the mid to low end of the current market spectrum. For me, Royal Oak is the "lowest acceptable", mainly because it is the exact same product in the bag every time. You buy it, you know exactly what you are getting and it cooks and tastes the same way as the last 20 bags you bought. Consistency is a key attribute for me.
To quote someone else above, I am definitely irritated from time to time at the qty of small pieces and dust in every 2nd or 3rd bag of royal oak. The key is - it's made of the exact same wood every time. No weird mixtures of things like in other cheap brands.
Other cheap charcoal like Cowboy and Frontier are not just cheap and not very good, but horribly inconsistent.
As a value shopper, I find Fogo black to be the new value brand if you want something solidly in the "good" range without paying a whole lot for it.