Which HF drill bits (or really any drill bits) are you comparing it to? These are Gold Oxide; whenever you see 'gold oxide' or 'black oxide' on a drill bit what it means is it's HSS coated with that to reduce friction, heat, maybe even make smoother holes because of this. Probably will also have less rust.
Now, HF sells Titanium Nitride Coated & HSS general drill bits. I think the HSS are actually 'supposed' to be black oxide coated, but ymmv with those. Comparing apples to apples, the gold oxide is probably a little nicer than HF black oxide, assuming you get a good set and it is well coated. Comparing this set to HF Titanium coated, nope I would take the HF Ti over these Skil.
HF also sell Cobalt Steel, ideal for cast and generally harder metals. Also useful for high temps, or for when drilling would cause extremely high temps. No comparison there either, totally different applications. I'm sure you can use a cobalt steel bit on wood with no issue, however that isn't their primary application.
Yes there are obviously better drill bits out there in each category. But you can't just ask 'as good as, better, or worse than HF' without knowing what you're comparing to.
I have found the HF Titanium bits are great value for the money, especially when they're on sale and you stack 20% on it. I've used mine for basically everything, neither the bit or the coating has chipped in a few years.