For me the name is the initial hooker because it can be an indicator of what type of story it is....if I'm browsing this more depends on my mood and what I'm feeling like reading at that time. I also check out stories based on reviews by others. Many people giving good reviews can't all be wrong; what keeps me reading a story however is the progression of the story and its characters. Also if I can relate to them or their situation in some form or fashion I would feel more compelled to see what happens and how they cope.
