Placebo effect, for the most part.
I have the tendency to think the same sorts of things when I replace something.
I replaced the plugs on my Taco last week. Went back to factory (standard) plugs after having installed a set of Autolite Iridium XP back in 2012. They were in for about 110,000 miles. Factory manual calls for regular plugs and changing every 30,000 mi. Little bit of a nerve-wracking experience, removing plugs after 6 years. Nevertheless they all came out fine. Gap was out of spec on all of them.
Idle was marginally improved, as well as starting. To me, throttle response seems a bit sharper, but this is probably all in my head.
Went with Denso plugs, as, back in 2012, the truck had Denso on one side and NGK on the other from the factory (apparently this is pretty standard practice for Toyota). The electrodes on the Denso plugs looked more substantial to my eyes than the NGK after being in for around 90K. But, then, it's possible that the NGK are thinner originally. I'd have to compare new ones side by side to see, for sure.