Nick - great post, and very solid recommendations.

I'd like to add as suggestions to also consider the subtle and/or intangible aspects. A couple come to mind:

(1) Remote. If you aren't willing to spring for a fancy programable remote with macros that is easy to use, make sure you like the standard remote control. Try it out in a dark listening room (if the retail location has one). A bad remote (no backlit keys, tiny buttons, not well organized etc.) can take the fun out of an otherwise good piece of equipment (esp. for the wife). And will it power up/run all your components?

(2) Ease of use. How easy is it to switch from TV, to watch a DVD, or play a cd. If it is difficult to use, it takes something away from the experience.

(3) Ease of setup. If programming and calibrating are a real pain, the avg. joe isn't going to take the time to do it (a huge mistake), or may do it incorrectly. For ex. I think it is the Yamaha that have the speaker setting delays in milliseconds (I may be wrong, but I think it is Yammies). Other brands use speaker distance. To my untrained ears and simple mind, distance settings make a whole lot more sense than millisecond delays.

(4) Looks. Yeah, that might sound dumb. But if something is ugly, well, it's difficult to get beyond that sometimes. "The truck might run great, but dangit, its still an ugly truck." For ex., I'm not particularly fond of the looks of most Denon receivers. Would that stop me from buying one? Probably not. But if it is a toss up between two brands, then looks may be the deciding factor.

OK, enough rambling thoughts. Again, very good post.

JD