Personally I'm not seeing a lot of items that are screaming OH MY GOD PICK ME!! I think I've only seen 2 maybe 3 of those items.
The first thing I look for though is does this item make sense or did I just read something and not find what it actually does (yes I have come across that more then once tonight) after that I try to think of where it might be useful and how often that particular item might be used. Finally I look at how an item made me feel. If I get the feeling that this is just another helm of x I won't vote for it. Honestly though a lot of these items that I'm seeing have caused me to vote for neither because they just plain don't inspire me.