What do you consider the most when choosing a pair of speakers?

Glad to help out. I think it is both. If it sounds bad, then it is a non-starter. However, at some point many speakers sound good. Yes there are some differences - may be one is a bit better in the bass, while another images better, another is a bit clearer or maybe a bit warm . . . but for the average high end buyer, they all sound good and most would be happy with 2 or 3 of the speakers they audition. This is where style or looks come into play for the average buyer and will tip the scales. Of course, there are always people that only care about function (sound) or other that place looks/style above all else.  I go for sound first, then then style.  Wife places higher emphasis on style.  

@arvincastro Funny you said that. The exact conversation I had with Joe from Joe'N'Tell. Most of the products do measure well in general these days. Although we agree that the measurements are still quite important, we say. Haha. 

@wturkey Not sure how to respond to that because I, myself is more like a keeper. Maybe I should be more like you. I think that way I will win more love from my wife. Haha. 

Appearance first. Then I check the specs, price and if all that checks out ok, then I will listen for the sound quality. Anyone of these can be a deal breaker.

ozzy

What my wife will allow me to buy...

Sound first, other items can matter some depending on the application.

I'd rewrite that website, OP. It sure reads as written for non-audio people that can be duped by fancy words, but then again, that's who may drop 25 large on those...  good luck.  It seems 'luxury' slick a bit to read it all.