Beachmasters.
Just kidding... Like TDF said, it's not necessarily the plug, but how the angler is using it. Each plug can be fished differently, and it's up to you to determine the most effective retrieve... and that can change with tide, time of day, spot, etc etc.
Some custom wood just doesn't swim right though- inherent flaw with wood, some just don't work. I have a few BM dannys that are garbage, roll out in use, and sit on my wall. But I have a couple that produce a nice wiggle however slow I swim them... Those are constantly in the bag.
My opinion for the most overrated? Sebile magic swimmers. I know some people have crushed on them, I just haven't had a single fish on one, and not for lack of trying. I really need to pick up a few stick shads though.