i did it pretty much per the owner's manual. it seemed like it stated that for continuous highway/high speed, go one cooler and for more cold weather, short runs, go one hotter.
good to see others are saying that they do it to. of course, they may be just as slow as i am. <_<
Generally, the higher percentage of time you are full throttle/high rpm/high load...the colder plug you need.
One or two steps colder should be enough. NGK numbers go UP the colder (9 colder than an 8), most other manufacturers are the opposite. Make sure you go the right direction.