Subject matter!
SAE mag. asked this question a few years back and the answer they got was PRICE!
I build everything from snap kits to EM/high-tech stuff and my choices are based on subject matter not price or parts count.
If I have a choice I seek the best kit of the subject, but there is just not a choice that often.
My last 2 models were built from snap/simple kits and my next few will be as well (in progress cars). From there I have a couple of Tamiya Ferrari F-50's that are to become full-tilt-boggie contest monsters(p-e, CF decals, plumbing and lots of scratch)!
"Whatever makes you happy!" Hobbies are susposed to be fun, after all!