I can do a nearly perfect touchup job given the time. I start by taking a toothpick, and cutting the end so it is flat rather than pointed. I then get a tiny strip of super fine grit sandpaper, and lightly sand the edges of the chip. This will help smooth it out so the touchup will match. I then let it dry, and apply a dab of touchup paint also with a toothpick. I apply more than what is needed so there is a litte blister of paint. Finally, I get the same toothpick/sandpaper setup, and gently sand down the blister of touchup paint while being careful not to touch the surrounding area. If you just smooth it down a bit, you won't even see it unless you look real close, or at just the right angle. After that is done, add a bit of wax, and you're good to go.
Within the first week of buying my 4runner last year, my hiking boot caught on the painted plastic rail that runs under the doors. It scraped off about an inch and a half of paint from the edge. Using this technique, I was able to fix the problem. I've also use it for quite a few big rock chips up front. I don't worry about the little ones, but the big ones on the front end get some added attention.