Originally Posted by AaronAlso
Not to speak for anyone else but I'll bet that a close representation of what most hiker/backpackers will answer.
Sometimes it depends on the item, though. My final answer is going to be...
3- Durability (let's think of it as life expectancy)
But you can't forget that "2nd kinda cool" (nutnfancy term, look it up) can sometimes trump all.
Great feedback - thanks. Yes cool factor is one of those that can't be measured but sure can effect our decision making!