No Hype e3 Spark Plugs

I saw some advertising for e3 spark plugs a while back so thought I'd give them a try. I didnt notice any improvement in gas mileage. In asking a few other guys they recommended just sticking with a platinum plug so I went with an NGK 'g-power' platinum. There were plenty of better, more expensive options including 'double platinum', 'iridium'. I bought a set for my wife's Tahoe also (replacing the e3's in it). rockauto had another type of plug I've never heard of - Ruthenium..?? I went with standard platinum. seems to run fine.