There's a point where other guitar players opinions can be useful, but regardless you still need to just do what you like best. After all opinions are like 's. Everyone's got one. And some are shittier than others.
I don't really use it on my lower gain channels on my multi channel Marshalls and Soldanos, just on higher gain and ...in the loop, with just a small bump on all frequencies does wonders to just clarify and tighten the tone...just makes it stand out without a huge volume boost when the band is loud..compressors out front for the clean tones. The only time-based effect I like out front is a Univibe to push the front end, almost like a ghost overdrive.
I vote for EQ in the loop. I'm a fanatic for vintage 70's and 80's receivers, amplifiers, equalizers, tuners, turntables and cassette and reel to reel decks. Connecting equalizers between the pre/power or in the tape monitor in/outs was always the rule of thumb in those days. So for me it wouldn't be any different in the guitar amplification scenario.