I remember when the Iridium plugs were launched by NGK a few years back. Their biggest claim to fame was that they sparked earlier (they could do so at a lower kVp), effectively advancing the spark by milliseconds each cycle and thereby igniting more of the air/fuel mix........is that what he means by "burning slower"...?!
I'm old school, i don't like large electrodes that shield the spark. Using a standard plug with the proper heat range and index it during installation will give you the best results.
I'm all for the modern fine wire electrode plugs. Add the narrowed grounding leg and this has proven to unshroud the arc kernel for better and more even flame front propagation and distribution.
The massive electrode plugs have seen their day. They were needed to get a reasonable service life when ignition systems were producing only ~15kV and a lot of current. Today systems can run 30kV or more with half the current which does not erode plugs much at all.
Looking at the E3 It seems purely a marketing gimmick. Wow.. It looks different so it must be good. I'll pass on it.
The Horsepower show on spike did a segment on the E3 plug not that long ago. If I remember correctly they put them in an engine on a dyno and were able to prove slight horsepower and torque gains. They also showed that the E3 was able to lower fuel consumption too. As with anything on TV these days it hard to tell if the results were messed with considering that E3 is one of their sponsors. Anyways my $.02
If we look at it rationally, we'll see through the expensive advertising which are gimmicks such as E3. I bet within two years they will be gone and these wonderplugs will wind up secured to a plywood sheet in the basement of some collectors home next to the wonderwidgit plug from 1920.
Recall the Splite Fire plug of the 80s and 90s? Lots of great clames of HP. Then the US Gov put a stop to the un proven clames, and the high priced plug faided away. Just as a sensable STY said.
I beleave if a product is so great, the OEMs would use them. Unless they want to labled them DP, then they could mark them up 100%