My wife got some (thankfully tiny) chips in her paint, and we had it in the shop yesterday for some warranty work (our Honda dealer is AWESOME, by the way).
While we were there, we asked about touch-up paint for those chips, and to my surprise, the “official” Honda touch-up paint was about $1 less than the generic stuff Amazon is selling.
Haven’t tried it yet, but will by next week, and I’ll update this post then.