What is your must have for a reel before you even consider buying it? For me it would be an aluminum frame..How bout you?

it has to start with an S and end with an O

dependable drag system(Abu Garcia)

I have no absolutes with fishing gear.

looks. I don't wan't to fish an unattractive reel if I can get a prettier one with comparable performance.

Having said that though, I will fish ugly reels if performance is there.

Looks is mainly for comparable reels.

Also good dependable service, and durability.

For me - the sum of the features of the reel have to add up to value for money - it's not just a single must-have. Aluminum frame is one thing I look for (until a better frame material is introduced in my price range), but an adequate drag (for my target fish), good braking system (or systems), and casting distance come into play. Note that I didn't mention a subjective criterion like "smoothness" (how smooth is smooth enough...).

FOR ME, the idea is to get a reel that is good enough to not be limiting on fishing success, but not TOO good where value is reduced and the increased cost doesn't put fish in the boat (or on the bank) !

a proven track record...

shimano?

x2 on the Proven track record.

Must set up well for the application that it will be fished.

Priorities for reel purchase:

1. Budget

2. Quality Materials Components(Frame Material, gear material, Bearing quality...)

3. Engineering Design (Profile, ergonomics, drag, wt...)

4. Application suitability (Gear ratio, line capacity, IPT)

5. Style (color, trim...)

Value for the money, durability, performance, etc. Not one thing that does it for me either.

Same as my vehicles and the tools I earn my living with: reliability. Everything else is secondary. I'll do my part maintaining them. If it lets me down, it's done.

Bare minimum?  I have to want the reel.

Sloppiness is a problem for me. I like everything smooth and tight....in short SHIMANO

Anything But Quantum.

I will be buying all

SHIMANO

in the future.

it has to start with an S and end with an O

Hmm...

Strong, smooth, silent and reliant.

It has to match the rod. Style is everything   

the reel has to be over-hyped by those who have yet to lay hands on it.

quality+performance+service+warrantee divided by price = value.  Kent always says be patient and look for the best stuff posted on the flea market at good prices.  That's good advice.  I try to buy like that but new. Example: 2010 Revo Premier for $167.00. VALUE.

Customer service is important to me, even if the reel never needs service knowing I can count on them is an important factor.  Just about everything I have is being phased out in favor of Abu or Penn at the moment.  Not to be closed minded I'm willing to try something different at anytime, it's only a reel, if it doesn't work out so be it.

Strong enough for more than just bass.  Something I can work on myself.  And even if it is made by Shimano it has to be made in Japan. No more Malaysia, no more Taiwan, no more China.

it has to start with an S and end with an O

Hmm...

Strong, smooth, silent and reliant.

Solid as an anvil dependable as a 30/30 versatile as a pair of channel locks

Good word of mouth from others that have used one.

Cost, reliability, and did I say cost?

Cost?  Everything costs.  Do you mean value?  What do you value then?  That's the question.