I'm willing to bet he got it started ok but pulled it too tight. I hate installing new plugs. Gotta crush the crush washer first and then tighten. I'm always really tight *** and use never seize so I can feel everything real good.
Another quick note on plug installation. Do not pull plugs on a HOT motor. There is a higher chance of pulling a thread from an aluminum head. Only change plugs in an aluminum head with a cool engine and always use a dab of Anti-Seize on the threads when reinstalling plugs. Hand tighten and then 1/4 turn if using a gasket sealed type plug.
I hate to say it, but there is a torque spec for spark plugs. If you question the torque, do it with a torque wrench one time, then you will have a reference feel for doing it without....
Yes, timeserts are 10x a heli coil. Time serts will still be there after the aluminum is gone. No comparison. And the absolute best way to repair threads in aluminum.
Thread inserts (Helicoils) will work just fine.
I mfg. aircraft landing gear parts and many of them require Helicoils.
I always put my plugs in with fingers only for this reason. if I can't get it to thread in then there is a problem.
I have been wrenching for a lot of years and always make sure a bolt or screw or especially a spark plug will go in more than one or two threads by hand before putting a tool on it and when it's going in aluminum I don't tighten it that hard.
I always use Never Seize, use a torque wrench set to the proper torque (in service manual) to seat the plug and crush the washer, back off a 1/4 turn, then re-torque to the same torque spec. Yes, always on a cold engine....