I'll agree with just firing standard rounds in an improved chamber, but there is a small niche where fireforming with COW (or something of that ilk) has a place.
I shoot an old pre-war wildcat, a .22 Maximum Lovell built on an altered single shot Krag action. The cartridge is an improved version of the R-2 Lovell, based on the old .25-20 Single Shot case. Brass is rare and/or expensive, and I don't like to start the countdown clock for case life ticking any sooner than necessary, so I fireform first as gently as possible (after annealing) with pistol powder and COW. A bit messy and case fill-out isn't quite 100%, but I achieve a case that's not stressed by its first full charge firing, gaining me (I think) one more notch on the case life tally. Am I all wet in this approach? My gut tells me no, but I have been known to be wrong once or twice in my life!
Rather than go through the rigamarole of providing a pic of this cartridge, just Google .22 Maximum Lovell to get an idea of whence I speak. I do have a pic on file of the rifle:
Note the Pacific double set triggers. Push the front trigger forward to set the rear trigger. (It won't fire un-set.) Rifle was built by Hervey Lovell himself, and marked as such on the barrel and under the buttplate. A bug hole group maker, with ballistics in the .221 Fireball/.222 Remington realm.