How do you choose a turntable ?

I thought about it too. That turntables don't sound the same.

In a perfect world, when choosing a turntable I would compare its sound with Studer deck. The one that would come closest would win.

I agree that setting up a turntable can be a daunting experience.
 

I decided a while ago, to become a “student” of the process. I bought a used smartractor, a mini microscope and an azimuth block with grid lines. 
 

Understanding VTF, VTA, rake angle, azimuth, overhang etc will allow you to understand which attributes contribute to the sound you are looking for. 
 

Then find a turntable and arm combination that allows for easy adjustment of these parameters. 
 

I still worked with my audio dealer, but instead of relying on him for everything, I learned how to be self  sufficient. I believe I get better sound from my turntable as a result. 
 

I went from a VPI Nomad & Soundsmith Zephyr moving iron cart to a VPI Prime 21 and Soundsmith Zephyr Mk3 moving iron cart.

Many say MC is the only way but that is narrow minded.

Running my tube phonostage, the sound is incredible & my table is like a work of art. Soundsmith rebuilds carts for a fraction of new cost.

Hey if remember buying a,new TT in 1973....and it wasn't easy then...all I know is cheap....sounds,cheap....buy the best you can....Belt or DD....good arm lift...I like automatic return....but I'm old.

If truly picking just the turntable, then pick one that is quiet with good speed accuracy and wow/flutter measurements. And then do you like the way it looks.  But imo the table has very little to do with sound, which is all that is important to me. The sound is really determined by the cartridge, arm and phono stage.