Do you listen to your heart or your eye?

There are tons of good speakers out there, not to mention personal preferences, but how many of you buy speakers PURELY based on sound? I have owned over a dozen $10k+ speakers in life, but always wanted to own Sonus Faber Amati for its look. I never once liked the sound at dealer demo, but I contributed the bad sound to equipments and rooms (Classe or Levinson). But convince the SO is much easier with Amati than another square or weird looking box. My yard stick is high, the trust worthy Dynaudio Confidence 5 which has seen no equal after three years. What do I do or what have you done?