How it looks is hard to quantify objectively. Everyone will have tastes and just reading most descriptions done by people on the same game will generate as many different answers. It's funny that sometimes a gorgeous game will get defined by someone as ugly.
As much as I really try to rationalize the very work that I am doing everyday - which is graphics and art - even I have currently a LOT of troubles with my art director since I find some of what he does awful, and vice versa.
The same way rating is purely subjective. It's the same thing I loathe with media journalists in general, especially TV news. They spend their time inserting stupid comments and positively/negatively oriented comments instead of just commenting the reality. If they want to make a debate and present their opinion they can do it after, thankyourverymuch...
In any case, I ask myself the same questions about a game for me - what's this all about ? Is it fun ? Will it appeal to me personally and will I enjoy it and do I want to spend money ? Well I don't care at all what someone else will think about it. It's someone else, it's not me, and it's subjective. And that subjectivity means that I will maybe not like it.
Also, that's why I added my last emphasis on the subjective part of a review. When you share affinities and like the reviewer, usually that's precisely when his opinion will start to prove interesting and valuable to you. Or to the contrary when you read it from someone you can't stand his opinion. Either way you know why he doesn't like it, that it's actually the same reason that makes you like that kind of things, and that's precisely what will make you like it.
But I want to keep both separate. I'm just fed up trying to get an overview of what I will find inside before reading someone opinion. Sometimes I just don't want someone's opinion. Most of the time actually. I look for it when it's about someone I trust, like a friend, for example, or a reviewer I like, and the latter I have yet to find. Maybe TotalBiscuit, I like him.
I just feel that today, we just skip completely the first part about what the game is about to directly jump to what is great to do in a specific game, or what is awful to do. Well yes, but don't rush it, start with something factual before lashing out on the subjective opinions.
How it plays is not subjective? Try reading the reviews of any racing game ever. How the vehicles handle, how the traction handles, the variation between cars, all of the 'how it plays' aspects are incredibly subjective.
I don't see how it is. I'm not speaking about tactics or personal ways to play it. Even a racing game has brutally factual things that can't be anything other than objective, much like mathematics are.