Do you care about the LOOK???

Damn right I do but only for certain gear. Mains/Center speakers and their respective amps are very important.
Pre-pro and CD players are moderately so. Projectors, surrounds, surround amps, switchers, DVD players, cables, tuners, etc are not important.

I like my electronics and speakers visible in open racks and amp stands so design is important to me.

JM Lab's new Electras are the most gorgeous speakers right now. I'm sure they sound beautiful too. My wallet diagrees though :)