the Lexus and a lot cheaper than Denso. Do a search on NGK and they are involved in Nascar, NHRA, Motorcycle racing so forth. They make spark plugs for all engines including marine, small engines. We are just having a simple discussion. Why do you take it personally? You still haven't answered the question of what the performance advantage is going to be over NGK? Isn't that a valid question to ask? A 300Z TT running perfectly on platinum or copper sparks by NGK , is that Z going to get better performance from Denso? If a spark plugs works it works. But when it doesn't work you know about it easily. Why is someone going to switch from NGK to Denso? Denso are usually more $$ than NGK. I know this is a tough question unless you have personal interest in Denso. No need to get defensive and take it personally. I am a consumer just like hundreds of other users on here and I feel that is valid question to ask.