I dunno about that. I did it as an experiment in my V-twin Kohler. With the factory plugs at 50 hours it would not start without choke.
With NGK Iridium plugs, it will start with the throttle at idle as long as you crank it long enough. Before, no amount of cranking would start it.
I have a habit of letting the mower crank a few seconds before putting the choke on, just to give it a chance to splash some oil around. After the Irridiums, it will fire off more times than not whereas it never did that before.
Now, I'm not saying run out and replace all your plugs with them, I got them on a deal and if I had to pay full price, the regular NGK's would go right back in, but I think there might be at least a little bit of something to it.
Sample size of 1, this information is worth what you paid for it, etc etc.