Western tastes favor intense flavors, so tamari may provide better balance than standard (koikuchi) soy sauce in that sense, but in Japanese cooking, "richness" is not necessarily a desirable characteristic, and tamari would overwhelm many dishes when substituted for koikuchi in similar amounts. Reprocessed (sai-shikomi) soy sauce, made by fermenting soy sauce twice, is considered a middle ground between koikuchi and tamari in terms of richness and is popular for dipping. But there is also a relatively wide range of flavor within the koikuchi category, and the US-made Kikkoman sauce that many people are familiar with is not very flavorful.