...you'll get better advice from a thread in mechanics, but generally speaking,
"potato chipping" as a form of deformation is the result of excessive tension.
When I build a set of rims that are of a new kind in my experience, I generally
follow Brandt's advice to go right on up tensioning until I begin to notice such
deformation, then back off everything about a half turn. If it's a new batch of
rims, for all intents it is new to you. They often come different in different
batches from the makers, including differing erd's.
Once you are at max tension in terms of deformation, or just below it, actually, you ought to be happy and quit.