If it's the same performance and price as the competitor, then it's definitely not crap. In this case, how it looks adds to the overall value.
People give more weight to aesthetics then they should.
IMO, this is how one should measure GPUs:
1 - price
2 - performance
3 - power consumption
4 - noise
5 - manufacturer
6 - aesthetics
7 - brand
Notice how i put aesthetics near the end. Many people switch some of these around and you have cases such as this:
1 - manufacturer
2 - aesthetics
3 - brand
4 - performance
5 - price
6 - noise
7 - power consumption
Well, it's kind of a rule that "brand" dictates several rules down the line. For example, you expect certain very specific qualities when your brand preference is for example "ASUS's Strix". Or Sapphire's "Nitro". It's why people have tendency to stick to one brand, because brand basically assures you'll get certain performance, noise and aesthetics that you do like and you're prepared to pay certain price for it. You may have certain brand preferences and if it happens that one is just too expensive for some reason or they made a specific design switch (like for example how most switched to wider graphic card coolers), you may switch between brands if there is some other option.
I don't have to specifically state what qualities I need, I can just say, if I'd be picking a graphic card it would either be Strix, Aorus, Gaming X or Nitro. Because they basically have overall qualities I always look at with graphic cards.
^This a 1000 times. I was excited to try GeForce Experience and it got to the point where nothing at all worked and had to revert to downloading drivers like before. Such disappoint.
I mean, if NV CP had NVIDIA Experience design, I'd actually be fine with it. Minus the registration thing. Though, NVIDIA Experience, other than it's video recording part, doesn't really offer anything useful to me. Those auto game optimizations are silly. Is it really that hard to tweak game settings yourself? How can some software know what's your visual preference compromise in games? For example, NVIDIA Experience may trim down shadows and textures in order to gain performance where I'd sacrifice everything else other than these exact two things. So, I just never rely on this stuff because in the end I'd glance over settings anyway to see what the thing fiddled with and if I like it.