For me looks are everything. Take receivers for instance. A lot of people are in love with Denon receivers. I have heard them and I have no doubt that they are outstanding performers. But they are ugly as hell and for me that just takes away from my overall enjoyment of the product. And the same thing with Outlaw. I'm sure they're products are excellent, but because of the way they look, I just can't get into them. Whenever I judge a product, my orders of importance are: 1st) Looks 2nd) Features 3rd) Sound I didn't include price in the list because that's a given! I put Sound in 3rd, actually a distant 3rd, because first of all when it comes to receivers I only consider flagships from the different companies out there. And to me the differences in sound quality among the diffent brands aren't night and day so it's usually not a deciding factor for me. Only when it's too bright or just plain lifeless will I not pay a certain receiver any attention. So far the only company that gives me a great combination of looks, features and sound is Pioneer with their Elite line. The 49 & 47tx are sexy as hell and with the features they have they just can't be beat! For me these are the only receivers that exude style and grace. Well maybe the Integras too. If all of this sounds shallow, then so be it. To each his own! Anyway, to the people out there in the forum, what are your deciding factors when it comes to buying audio/video products? Do looks count? List them in order of importance please. Thanks!