Anyone else try these yet? I saw these advertised in Four Wheeler mag. Their website seems like any other 'Splitfire gimmick'. Well, my Briggs & Stratton mower is 11 years old. It was still on it's original plug. It still started on the first pull -- every time. Walmart had the DiamondFire E3s in stock. I bought one for around $5.50. I installed it, and mowed last night. It still started on the first pull (it better). It seemed to run a little smoother, but I also replaced the air filter. It might have used less fuel. I did some heavy mulching, and I often ran out before my lawn was complete. I didn't last night. Would any new plug produce the same results? Maybe? Did I get my $5 worth? I don't know -- but I feel good about it. It's a lifetime plug. I'm going to pick one up for my Stihl weed eater as well. The gold/platinum Champion plug was slightly cheaper. A standard plug was a lot cheaper.