Art direction vs technology: How much of a game's looks is based on each?

[CommonMan]

To me it's about 80% art direction and 20% technology. I would rather play Halo 3 than Killzone 2, for example, even though Killzone 2 mops the floor with it technically. I just prefer a broad color palatte and interesting environments. There is only so much "smooth and shiny" can do for a game.