Then maybe I've just had the good fortune never to use any REALLY bad tubes. I've heard slight but unmistakable differences, definitely, but nothing that radically changes the sound of an amp.
I wouldn't recommend "swapping brands of 12ax7s"
unless you're already fundamentally happy with the tone, response, and feel of your amp, was my full comment, if you'll reread.

A new brand of 12ax7 isn't going to turn a Fender Twin into a Dual Rectifier, or a JCM800 into a tweed Deluxe. Or, even, a JCM800 into a Mark-II or something with more similar gain structure. If the amp already basically does what you want it, but there's that little something missing, then definitely go ahead and play around with a few other brands of 12ax7s and see of one of them (or a combination of several) does something that gives your amp that little bit of extra mojo. But if you're playing a Fender Hot Rod and wondering if a tube swap will help you nail the Master of Puppets tone, then just sell your amp.
Does that make my stance any clearer?
I don't know where annyone suggested you could comletely change one an amp into some totally different amp...just by swapping a preamp tube...though I'll be honest, the amps that allow several types of power tubes CAN give you substantially different sounding amps if you say, switch from a 5881 to 6V6 or KT66...etc...etc.
Back to your initial commment...I was mearly responding to your focus on *brand names*...IOW...you can even get differences from tube to tube even staying with the exact same brand!
Also...swapping tubes is NOT (I think I've said this a few times) just about fixing *bad* sounding amps. It's also about changing flavors (no matter how minor or major) just for the sake of changing flavors!
Ex:
I know that my Sylvania EL34 tubes sound very different than my JJ EL34L or my Philips EL34 or
my Svetlana EL34 tubes...sooooooooo, I may put in one brand today for some recording purpose..and next week I may swap them out for a different brand.
Same thing goes with preamp tubes and certainly rectifier tubes.
My Sylvania/Baldwin 12AX7 tubes sound different then my JJ 12AX7 tubes.
Likewise...most amps that use rectifiers will often take more than one type...5Y3, 5AR4/GZ34, 5V4/GZ32, 5U4/GZ31...etc...so to change the character feel, I will swap out rectifier tubes...AND...if I also swap out the preamp and power amp tubes in various combinations, I can get a lot of differences all from one amp.
That ain't just make-believe or Internet hype...that's fact, though I agree there IS a lot of hype about tubes, so I can understand why some people are skeptical.
Mind you, many years ago when I was playing, I never gave the tubes a second thought. The amp powered up and that's all that mattered.
But...over the years I've learned about tubes and have taken the time (and $$$) to buy/try a LOT of tubes...now I know how much they CAN make a difference.
Does that make my stance any clearer?
Eh...you're not that close to me, otherwise I would say come on over and bring your favorite amps...we'll spend an afternoon trying out tubes from my stash.
I really see no reason for any big disagreements here. I agree with folks that other components of a guitar rig all play into your "sound"...but tubes can be the final 10-20% that make your sound go from *really good* to
"I just wet my pants"...

To me...that's a major improvement.