for me, it's not an absolute must but the words "character customization" are usually a very strong selling point with me (but then again I'm the kind of person who creates an entirely new theme for windows when I get bored of aero). It also depends on how deep it goes too, the more choices the better. fable 2? so few choices I almost wish there wasn't character customization. Armored core(pick a number)? I have yet to find an AC that looks like mine, and that's how it should be done.