I am not a tube roller in general, at least not for Audio Research equipment. I know Audio Research has put tremendous design effort into achieving the exact sound you get with the stock tubes and changing tubes changes the sound. I bought Audio Research for the exact sound I get.
For more generic sounding equipment or less expensive I would consider tube rolling. And have in my PrimaLuna for example and my Woo Head amps.
Having said all of that. One of my audiogon friends tried and liked a NOS General Electric 6550... which goes in the power supply circuit on the ARC Ref preamp, phono stages and DAC. So, just for fun I tried one. There was not a huge difference... but it was just a tad warmer more tubey. Not a lot... subtle. So I kept it and put one in my DAC. But as I said, not a huge change. If I had really trebly / hot speakers it would probably make a bigger difference.