The other day, after I'd made up (and eaten all of) a batch of baked kale chips, I saw that the New York Times had a video on making kale.
What?! Rub each piece individually with olive oil? Sure, but if you do that, I'll be eating my kale chips before you even get yours in the oven.
I follow Smitten Kitchen's approach: just toss it around in a bowl with some olive oil and salt. (Actually she says to sprinkle it with salt afterwards, but I like to put the salt right in during the tossing process, so that it also gets all over the pieces.)