Sound quality is absolutely the number one thing..but I don't mean to diminish the others. In fact, they tend to weigh heavily for me, "they" being aesthetics/build quality. I'm a designer by profession, so my job is favor things that look appealing. It's how my brain's wired, I can't help it. So, from time to time, I'm swayed if I see a speaker design/look that is visually appealing...if the speaker maker went the extra distance with regards to the speakers looks/fit/finish. Also, I just find that all of that stuff rounds out a speaker and makes me think that company a took the time for the extra touches that company b didn't, therefore, I'll take company a.