How do you rate items (see first post!!)?

This question is NOT asking how the feature works here on listal. This question is asking you what you take into consideration on individual items to determine what your rating of the item will be.

For example: I rate my favorite movies higher (regardless of what the popular rating is) simply because they are my favorites. I also tend to rate items a little higher if they feature a favorite actor/actress of mine.

In general I look at acting, casting, plotline, cinematography, soundtrack, appeal to my tastes, etc.

What do you look at when rating?