I use AAMS, and it's been a huge help!
I rarely match another EQ curve exactly, but it certainly points me in the right direction.
1. When I've got things sounding pretty good in the overall mix and I'm not sure why it's not quite right, I run an EQ analysis and compare it to a commercial mix
2. As a safety feature to make sure I don't have too much bass because of my less than ideal mixing space
3. On individual tracks - if my vocal or guitar isn't quite cutting it, I'll do an EQ analysis against an isolated commercial vox or gtr, and make adjustments accordingly.
Obviously, I don't just make these adjustments without listening. The usefulness of this tool is that it gives you a starting point, so if I notice that my vocal has several db less 3K but several db more 5K, I'll start messing around with those frequencies until it sounds better in context of my mix. You have to look at it like a pro engineer taking a listen and saying, "Hmmm - sounds like there may be a bit too much 5K, and not enough 3K."
There has been a lot negative said about this type of program, but I couldn't disagree more.
AAMS has been one of the single biggest contributors to the improvement of my knowledge and the sound of my mixes!