Kissing and into aren't the same. Been at this 30 years and have yet to have a bullet pull from the case and dump powder in the action.
If you "never seen it change things enough to matter" you haven't been at it long or messed with with many examples.
Just this fall working up a load for my son's 243 with the Nosler E-tip adjusting the seating depth made the difference between writing the bullet off to a very accurate load.
I didn't follow my own advice and started off the lands as Nosler recommended similar to Barnes . Things were bad. Moved further away. Things were worse. Kissed the lands and all of a sudden tiny clusters happened just liked that. Seen the opposite as well with none other than Barnes. YMMV.