How important is the case for your mining rig?

I am asking because of a custom mining case model I already created, which should be for sale in the coming days. It may do well, it may fail horribly, though hopefully the input here will help me gauge what people want in a case.

How important is the type of case you use for your mining rig, and is there a certain limit to how much your willing to spend on a case, or is there no real limit to what you would spend if you believe the case is worth it?

I know the milk crate is one that numerous people use. Is this something they use because they want to cut corners (save as much money as possible) and use the crate because it gets the job done cheap?

Lots of open frame cases pop up for sale all the time, various prices from $30 to $130. If you were (or are) building a rig, is this an aspect you give thought and actually shop around for, or do you just grab the cheapest method that'll get the job done?

If you would be willing to pay that $100 - $130 price tag, or simply do shop around looking for more then the 'cheap but works' case, what specifications do you look for that make an impact on your decision to buy it, and on the same token, what specifications do you see that are purely irrelevant, or something you would care less if the case has it or not?

What does your ideal mining case have (in terms of features)?