Within reason, this is a very valid reason to choose one bike over another, when other differences aren't night and day.

I know with my next bike purchase, because it will be my first bike purchase for 19 years, I really want the "feel good factor" about what I get, so my motivation to ride the hell out of it, stays high.

So for me at present, then tends to eliminate certain brands right from the start.

Having said that, I suspect that I might end up buying a second bike within a few years of the next one, and then I think I will be much more open to different brands.