Partially for looks. But I also read this article, "Aero Wheels Under Scrutiny" before I bought it:

http://www.sheldonbrown.com/rinard/wheel/grignon.htm

It's not just some Aerospoke. (If you're wondering why I don't have the matching rear, it's because the guy only had one for sale.) Yes, I want my bikes to look cool. But the OP seemed to care about colors, style and nothing else.