I'm sure some people have their opinion as to what an Ideal rifle should look like. For example what type of woodgrain cut looks nice (tight lines or open grain). The curves in the stock design or the checkering and the overall fit and finish of the gun should be pleasing to the eye. So they are using that base for a qualifier of what looks "good". I think a good looking gun is one that attracts the eye without added embelishments. If the lines are rough or the stock is off color that would distract me. Also, a ton of fancy cut and metalwork turn me off. I like a smooth clean plane rifle. However, I try to remember that the #1 aspect of a rifle is how it fires. My 30-06 has an odd woodgrain pattern in it that at first looked ugly to me but I've gotten over that more and more as it has put meat on the table.