In my experience, selecting OP varieties after an initial cross is a very good way to go if you want to optimize flavor. And if production/vigor/disease resistance are not huge concerns the OP varieties you create can be very satisfactory and you have the advantage of easily saving seeds, and passing them to others, if you like.
Once you start trying to combine flavor with other traits needed in varieties that can be confidently used in production (farming) situations, the value of creating hybrids starts to make sense.
I had a bit more to say about OP and hybrid breeding last year in two articles I wrote for "Growing For Market"