E. (All of the above)
1) Gameplay
2) Graphics + General impressiveness of the game (Physics, enemies on screen, huge worlds, solid framerate, audio, etc, etc)
3) Story (depending on sort of game also crucial for me, in games like Resistance: Fall of Man or Uncharted: Drake's Fortune far more important than games like Motorstorm and Super Stardust HD)
4) Replay value (especially for games lacking an appealing Epic story line)