While I appreciate nice typography like not many do (I decide on what editions of a book — especially classics — to get based on the typography and overall layout), I also appreciate that I may be easily swayed by good typography and land on a crappy outcome (I have several very lousy books that were done really well typographically :)).

So I'd never use that as a metric: yes, I care about typography, and if the content of the message is equivalent, I'll pick the one done better. But I do not expect everyone else to put as much weight on it.