When I entered the Audiophile foray over a year and a half ago, my initial quest was a new pair of speakers. I hadn't yet discovered Audiogon, and my research was almost completely based on Stereophile magazine. Cabinet size was an important factor. My wife wanted satellite speakers that would be "invisible". Luckily for me, I was able to convince her of the sonic benefits provided by floorstanders. Once I determined what was an acceptable size, I looked for speakers with good Stereophile ratings. Hey, I know it's not the best way to go about choosing speakers, but it seemed to be a reasonable way to start, and I'll bet there are many like me out there.
Cosmetics were (and still are) important. B&W and Aerial loudspeakers were high on my list; they were both highly rated by Stereophile, and both were attractive. Ultimately, I purchased the Aerial 7B's because they sounded great and looked amazing. Given two pairs of equally sounding loudspeakers from which to choose, I'd buy the more attractive speakers every time.
I've since replaced the Aerials with much better (to my ears) sounding VR4 SE's. But, the Von Schweikerts are not as visually stunning as the Aerials.
The Aerials retail for $6995 in Rosewood (as I recall) and the VR4 SE's retail for $5995.
I believe most folks think anything approaching $1000 for loudspeakers is outrageous, especially if they're looking at bookshelf speakers. OK, $1000 for floorstanders seems to make more sense! Once people hear really outstanding bookshelf speakers...like the Green Mountain Audio Europas or Von Schweikert VR1 they may begin to change their minds.
This is the problem, though. It's tough for folks to audition high quality loudspeakers of the kind not found at chain electronics stores. Boutique audio dealers are intimidating to Newbees.
Anyway, bottom line. My guess is most folks want a complete Home Theater package for around $500. Cosmetics are important. Consider that Home theater packages offered by Bose and others with micro-satellites and small subwoofers sell like hotcakes. This "disappearing act" is really another form of cosmetics.