Graphics are superficial, though. They aren't any more immersive (in fact, since so much money has been spent on graphics recently, many games that had that are losing it) than games of less graphical quality. I think that graphics are good at drawing people in, but shouldn't be the main focus of development (I'm really not lying, presented with a choice between DA2, a genuinely good game and Crysis 2, a fun but largely uninventive game, I picked DA2 and am very pleased with my choice). That's not to say you shouldn't pay attention to graphics, they help sell a game, but there's a difference between graphics, quality and immersion, and I'd much sooner buy a game that lacked the first but had the latter two in spades.
Case and point: Halo 2 was the high point of the series (debatably against its PREDECESSOR) even though subsequent games were much prettier. Staying in the same series, ODST was better than Halo 3 because it had a more dynamic cast and was more immersive. At least, that's my opinion.
And noting the previous post, a my personal importance list is a good idea:
1. Immersion
2. Gameplay
3. Characterization
4. Style/charm
5. World-building (physical game-world)
6. Storytelling
7. Soundtrack
8. Plot
9. World-building (fluff)
10. Replay value
11. Graphics
Yup, it is right there. Because it should be a side note, a sales boost to what should already be a high-quality, robust game.
Length is also good, but probably apart from this list.