When choosing new Speakers, what matters most to you?

Bass/low frequency response, since it is one of the most difficult characteristics to get right in a passive speaker system.

Wide band/Full  Midrange speakers only for me. 

Nothing else, I want fidelity

Just  answering the title of the thread.....The Trim & Cover.  Only Magnepan for me, so there aren't a lot of choices beyond the size of the room.  😆   

The real choice is designing a room to build around a set of 20.7

How close the speakers are at portraying the live event, whether it be a chamber ensemble, symphony orchestra, intimate jazz performance, or an outdoor rock concert.  No speaker that I've run into can replicate that spectrum perfectly - there are always compromises with any design choice.

Only two speakers I've encountered that got close to ONE of those aforementioned mile markers:

Wilson WATT/Puppy 5s reproducing Horowitz on stage

Dunlavy SC-IV/As playing an acoustic performance of "Hotel California".

That said - the Wilson wasn't able to "do live" as well as the Dunlavy; and that speaker had a hard time not getting "gritty" with solo instrument performances.

A well known brand for sure. American made is great but not a deal breaker. We make very very good speakers in USA but you all know this. Matching the amp I have to the speakers, synergy is a must. If it is not smooth, efficient, non-distortion at high levels, etc... I move on quickly. The British brands have a few nice products . I wish I could try some quad amps and speakers some day, so good!