the big one: how do you choose speakers? By what features, data?

I am not  sure I understand what it has to do with choosing a speaker

Either I'm lucky or I just don't care enough anymore to shop for something as crucial as a pair of speakers, but that's mostly because I did my final major component shopping before I left L.A. for my current small-town home, which is a decent plane flight from any high-end store. 

Before my big move I spent a good many years as a hifi junkie in L.A. I developed my tastes. I made a nuisance of myself at many high-end stores. I went to many hifi shows.  In any event. I made sure I was satisfied with my rig before I sailed off across the high seas. As for my non-speaker components, when something breaks I'll get hold of one of the dealers I frequented when I lived in L.A.  Dealers whose ears I trust. And, yes, one of those dealers is Upscale Audio. Another is Gene Rubin.

@grislybutter There are rules and then there are some. Some prefer brand names and some prefer particular designs (ported versus non, first order crossovers versus other, two-way versus three way, floor standing versus monitors, high efficient versus hard-to-drive, etc). Irrespective of what you choose, there are few tests you should try before finalizing your "choice speaker" over the one you currently own.  Not in the order of importance, but at least you should try to find out::

1. Are these reproducing your favorite male/female singers as accurately as they can?

2. Are you satisfied with how letters "s" and "t" sounds (provide your front-end give an accurate signal)?

3. Listen at very loud volume levels (> 100dB) and then slowly reduce the volume in steps until barely audible. Pay attention to the imaging and sound stage depth. Do they hold same geometry at high and low volume levels? or do the imaging collapse at low volumes?

4. Do they image from outside of the speakers in addition to in-between? Is sound stage depth reproduced satisfactory?

5. Do these reproduce mass strings, brass instruments (muted horn, trombones, etc.) without causing fatigue?

6. Are you happy with reproduction of solo piano? Do they go low enough to hear the lowest key (27 Hz)?

7. Can you sit and listen to these for longer periods without getting fatigued?

8. Most importantly, do these disappear just leaving you with the music? Close your eyes and listen.

If the new speakers are doing a better job in some of these tests, the it  a no-brainer. The come the other important issues including the price, WAF, room size, etc. 

@pwerahera thanks! Great points!

Magic is what I listen for. If you don't hear something that moves you, move on!

I am cheap so I buy everything used. Almost. I did buy a streamer new. Got a deal though. Speakers take time to burn in. Some people sell them before they even know what the have. Are you patient? Join an audio club. Members unload good gear cheaper to other members. Tune in to the weekly zoom meeting and learn.

There are a lot of good speakers. Some will mate better than others with your amp.

Join the SFAF Club. $35/year. Best audio money you can spend. Friday 5pm Pacific is the weekly Happy Hour Zoom.