I make techno/house, few releases out no biggie

anyways, so like most producers i try and get maximum punch out of my kicks/bass and i am happy with the tools ableton offers me to do so...
i have watched many videos of robert henke and others using live where i notice they are letting their individual channels hit way into the red on the meters. i have read the manual and i understand the floating point thing but I now believe there is an actual aesthetic reason for this??
I by chance opened the "new in live 8" demo set and sure enough, the kicks and percs are hitting above the red but being brought down at the master stage.
I did some a/b on my own material and I swear it actually sounds better/fatter by doing this. My physical output is still not clipping but by comparing having the levels way down in the green and turning the volume of my mixer up compared to having the channels hitting in the red, the sound is fatter and its not a result of a volume difference...
Is this true? I have seen many screenshots of henke playing live and giving lectures and always i see his meters blasting into the red and wondered why. Is this why?? If so this is fcking SIIIICKKKK. i guess its dub for me to ask if it's true since i hear it but goddamn i always wondered why all these guys i see using live were redding out all the channels