My opinion? I can't prove that it helps any, but it sure can't hurt. It's an easy thing to do, all it takes is a little time and patience. I indexed mine, and I pointed the "open" side of the plug towards the intake valve. It's something that race teams do, so they must think it matters.
I don't have an opinion on the E3's. I've seen side-by-side "tests" on TV where they supposedly make a difference but then those same shows usually also run ad spots for them, so I'm cautious about that.