The sound is paramount, but for me, looks (including fit n' finish and "fit" in the room/rack, are also important.)
It's the same as if you buy a car -- it can drive great, but look like crap, or built cheaply, or not fit in the grarage. I wouldn't buy it. Same with my audio gear.
I don't think that makes me less of a diehard audiophile, just that the items mentioned above are also important to me in the purchase decision.
BTW: I ownthe Amati's and they are one of the best looking speakers on the planet. And with the right gear, they are also one of the best sounding speakers on the planet. A true reference product. Depends on what musical cues are important to you (i.e. they don't have that last ounce of lowest octave bass). I've heard them with Classe, and wasn't impressed, same with Levinson. Amati's truly shine with tubes. Magical.