Fit is most important to me but color is important too. I love bright, vivid colors on a bike. My last road bike was a gray carbon trek. Great bike but very, very blah. I brightened it up as best I could with bar tape and bag but there is only so much you can do short of a powdercoat. When I got my Luna, picking the color was important to me. I wanted it to be purple and white but it had to be the right color of purple. It cost more but it was worth it to me.

I test rode a Surly LHT last week and while it rode great, I couldn't get past the olive drab green color. I ruled it out immediately because of the color. I won't consider the flowery, girlie bikes either.