I have tried all sort of esoteric high dollar plugs since they started appearing. The only time they offer an improvement is when the old plugs were too worn and needed replacing anyway. The trick is to do instrumented testing with proper experimental controls, as opposed to just slapping them in place of worn plugs and then relying on

-o-meter to gauge the results. I have never seen as much as a tenth improvement with such plugs at the dragstrip.
Here is an emoticon to represent exotic spark plugs: