Gimmick. The reason for that, is because electricity finds the path of least resistance. Not path(s), Path. so adding two more electirc bolts, just isn't likely. It'll just change where the bolt actually goes. Just my personal view on them.
Manufacturers spend billions in research and development on their machines. If this spark plug was that good, it would of been installed as factory.
But coming from an automotive back ground experience here, proper OEM spark plugs have always worked best. If you own a GM vehicle, the only plug that works good long term is AC Delco plugs. Use anything else and you WILL have problems. Ford needs Motorcraft plugs, Chrysler needs Champion plugs , Honda/Toyota needs NGK or Denso plugs.
It has been my experience in over 20 years fixing cars that every time a different spark plug has been installed, troubles followed shortly after.