The iridium is not a gimmick. In our overhead cam forklift engines, it saves a lot of money on service calls. The mfg. recommends them, and if we go cheap and replace them with something else, we'll be out in a few weeks changing them back. They are usually good for about 8,000 hours as we use them. We periodically clean and regap.
That's about 400,000 miles on an auto.
Ben