You know, it's an interesting question because I know a lot of us, including myself, play RPGs for story and gameplay, yet at times were willing to overlook deficiencies in one or the other if its made up for.
So I think the most important aspect would be the accessibility, such as if it's intuitive to navigate around menus, the movement feels right, the pacing of gameplay and story is well done, and it's not a pain to go through either. After that, a game can build up amazing visuals, phenomenal music, a fantastic story, and incredibly deep gameplay, but that base of accessibility and respecting the person who's playing you're game needs to be there.
You euros need to stop bragging about how awesome it is before we do something drastic.
:shoot: