I listen to some reviews based on listening impressions and personal opinions instead of purely science based facts.By "subjective," I assume you actually mean "utterly without basic controls?" Just to be clear.
Of course science is a very important part but I believe there's more to it. Did it ever happen to you, that a speaker measured perfectly flat but for some reason it didn't sound good to YOUR ears? Maybe a tube amp that didn't measure well but it sounded really good? I have.
Appearance has NOTHING to do with science, yet people generally do find a beautiful speaker more appealing and better sounding. Snake oil in plain view? Yea, maybe. Cheap parts inside and beautiful outside is rather deceptive. Buyer beware.
I believe there are three important evaluations to consider. #1. science. #2. how does it sound (subjectively) #3. how does it look. So, no I don't just use science as my only barometer. Guilty as charged.