You nailed it Gary. Very True.
I've gotten into using just the tiniest bit of chorus effect along with carefully applied delay(between 55-80approx.) When I trigger the chorus effect, for example, in the chorus or bridge, I've found it really adds some balls to the vocal so they jump out (but don't knock you down) then as the song reverts back to verse, I kill the chorus. Works for me, and I haven't had any complaints thus far.....
Just my thots..