??? Would You or Have You Paid A Premium Price For A Component Because Of It's Looks ???

I want decent looking equipment-there are some speakers, for example, that I couldn't live with based on looks alone. I wouldn't, however, pay an upcharge for a different finish or color. No one cares about my gear but me, and sound matters most. A few months ago I traded my Sonus Faber speakers for Zellaton. The Zells are nice looking piano black speakers, but no one makes audio furniture like SF-beautiful stuff. To my ears, the Zellatons are in a different league in terms of sound quality-a matter of personal taste-so I was happy to make the trade.

Esthetics is certainly a contributing factor, both ways. 

On the positive, my PearlAcoustics Sibelius speakers made from thick, real, solid oak certainly helped to tip the scales. The Rega Naia with its space age design as well, even helped with WAF! 

On the negative, I will never buy anything Macintosh, as I think it is just ugly as sin.  

Yes, all things being similar, I’m willing to pay more for a component that looks good to me and has some wow factor as opposed to an ugly black box!

Do you think Mcintosh gear would be as popular if it wasn't pretty?

For me ascetics are almost as important as sound quality. yes, you can have both. You look at your system almost as much as you listen to it. Plus if it's "pretty" your other half might have less issue having it take up half a room. 

For me, I like unity, so if most of my stuff is black, the other pieces should match. Also meters and lights are pretty, so why not, again, Mcintosh. 

For me the one exception would my turntable, will never buy a piano black one again, almost impossible to keep clean!

Of course! I just acquired a bunch of McIntosh stuff.  Rega P8 turntable.  Would I have bought it but for the looks?  well... I didn't buy the P6.