Yes, looks are the most important thing. I used to spend ages looking at tech stuff, reading what features it has, you play with these things when you first get the TV. Then you either dont bother, either because you cant use it or you simply want to watch TV on it.
So my advice is to pick the 1 that matches the room its going in and stick with a name you trust over the years. And then simply the cheapest, when I say cheapest, make sure its a fairly well known name. Just makes things easier for things like repairs and warranty, but I suppose that doesnt really matter in this throw away world we live in.
Feel free to drop a few links in and I will give you my un-expert view on it.
But price should be your only concern, they will all show TV, some will do it better whilst sounding better, but in time, you will care not 1 bit.