I'm a bit of a lipstick snob.
I think it's because I'm pretty low maintenance when it comes to touch-ups (aka, I don't) so a lip product needs to be moisturizing, long-lasting, and have a balance of pigment that works with it's consistency. When I'm ready to reapply, I want to be able to do it without a mirror, so I tend to stay away from highly pigmented colors day to day. If I want a darker shade, I reach for a liquid lipstick, but because they're so uncomfortable, I tend to avoid them and go for something easy.