I generally try to sample the beers I have not had before, but most people go to the store and are swayed by the labels. If you are a brewery or ever dream of opening one, I'll guarantee a good name for the brewery and decent packaging/art can take you further than a poorly chosen name and bland packaging. If you set a Stone bottle next to a Great Divide bottle, most people would grab the Stone if they knew nothing about the beer, and much as we liked to geek out about it, the vast majority of the consumers know little about the beer...