I think Bill and QZ are on the right track here.
Let me state up front that I consider the effect of doubling on
expected net win of a session to be more significant than the effect
on expected return. More on that in a minute.
While most of Bill's comments are accurate, Bill talks about a net win
of $20 on $1000 coin-in with or without doubling. This unfortunately
ignores the coins wagered in doubling up. This is inappropriate since
the double up wagers involve risk.
To determine the actual effect on expected return (ER) let's look at
the calculation:
Expected Return (ER) = Expected Win (EW) / Coins Bet
When you add the effect of a double up wager, both the numerator and
denominator are increased by an equal amount. Note the reference is
to EW and not expected net win (ENW = EW - coins bet).
As stated by QZ, the effect of this will be to increase an expected
return less than 100% and decrease an expected return greater than
100%. But, assuming a fixed session length of say 3 hours, aren't we
more concerned with our ENW for the session than the actual return?
It might seem that because the ENW on doubling wagers is 0, that
overall session ENW is unchanged. However, doubling up will reduce
the number of hands played in a given length of time and thus will
impact the EW of a fixed session. If you are playing a negative game,
clearly doubling up will reduce the number of negative ER wagers and
therefore the increase the ENW of the session. The opposite is true
for a positive game. Thus ENW tracks the ER.
Now QZ states this can mislead the player into thinking that doubling
is beneficial to the player of a negative game. I disagree. Anything
that reduces expected loss over the course of an hour truly benefits
the player assuming the he plays a fixed length of time. For example,
hand feeding coins (shudder at the thought) is beneficial to such a
player in terms of EW. In fact, the more coin jams the better. (I'm
not saying this improves the play experience 
However, assume that session length is variable and the player quits
after playing a fixed number of hands. Say, for example our player
strives to give the casino a given amount of coin-in, excluding
doubling, each day - perhaps $10,000 - and quits after that. In this
case clearly EW would be unchanged by doubling and doubling would be
neither beneficial nor detrimental to the player in terms of EW.
However, for a fixed session (or a variable one for that matter)
doubling is detrimental to the player in most cases when all things
are considered due to volatility effect. Bill notes that doubling
increases the volatility for the player. This is generally true for
most players, but isn't always the case.
The player who restricts their doubling to even money wins (5 credit
wins on a 5 credit bet) where the possible outcomes of the double are
a win of either 0 or 10, actually engages in a wager that has lower
volatility that that of most game wagers where a potential win of 4000
is involved. However, that relationship quickly reverses when
doubling involves higher wins or continues beyond a first successful
wager (in other words, a double of 10 credits or more).
Thus a player who restricts doubles to 5 credit wins and doesn't
double on wins beyond that will lower the variance of their play.
However, typically I observe players doubling well in excess of 5
credit wins, greatly increasing overall variance and the increased
risk more than offsets any potential improvement of EW in their play.
Doubling is therefore ill-advised beyond 5 credit doubles.
- Harry
One related anecdote: I was playing $1 JB one day when I observed a
woman next to me playing $2 AC-5K JW (a game with a shockingly low
return and very high variance). Every time she hit a 4K, a $160 win,
she would double up until she busted in pursuit of a $5000 win that
would cap the doubling and lock up the machine for a handpay. I was
amazed as I watch one $160 win after another go down the tubes. But
eventually she hit the "jackpot" (as I expect she does most sessions),
effectively aggregating her $160 wins into a single W-2G win :).