Honestly, for me choreo and music play a huge part, more so than anything else, all things being equal. In reality things are rarely equal.
I used to be more about technicality, but not so much nowadays. For example Pixie is probably the best technical dancer there, but I find her clinical, soulless, automonish. This is not a personal dig, I just mean her dancing. But her dancing bores me. Give me someone slightly less technically perfect, but has some soul whilst dancing anyday.
But ultimately character/entertainment and technicality play equally important parts for me. Too much either way, and it doesn't work for me. Someone who dances respectably, but not fantastically, but gives a great performance with some soul, is fine - as long as it's not too gimmicky. I'd much rather watch that than soulless precision.
But for me creative, innovative, daring choreo winds hands down.