Keep in mind, you don't want to SEE a lot of smoke. White smoke, for us purists, is the dirty smoke. It's carrying off a lot of the particulates.
If you'll watch, it starts out white (especially if you wet them) then it starts to clear up.
It is still smoking as it burns up the chips, but it's clear / blue smoke.
Smoke is about taste, not what you see. If it tastes smoky it is. If it doesn't you'll need more wood.
Like they said, don't wet the wood.