Don - those plugs work on the same principle as the Splitfires - which in my opinion were crap. The spark chooses the path of least resistance - and jumps to the closest point of the electrode. Will they last longer - possibly as there are multiple points for that spark to jump. Is there an internal gap - which will allow the charge in the coil to build a micro second longer - possibly. And their crap about the proven groove - please, once that plug has run a few miles, that surface has changed. Then there is the gap - and once you adjust it, the characteristics again change. A good Motorcraft/Autolite, Bosch, NGK in a Ford will always be consistent. As far as people really liking the e3's - well at $6 and up each, psychologically you really want them to work better then the standard $2-3 plugs. (I just wish the plugs in my V10 DD were that cheap).