Some folks have a hard time accepting how good Kupp is because he isn't going to win any track evens with running, jumping, or strength, but he is faster than people think and has a game speed to him. Add in the fundamentals of being a WR, an awareness and feel for the game, and he is just one of these guys that is hard to explain how good he is.
Woods has some of the same and you wonder how much of it is the coaching of McVay where players just play better with him coaching.
But if I had to choose, I take Kupp over both Woods and Cooks even though all 3 are very good.