I'll be honest with you:
I'm not an investor; i am someone looking for investment. But if i were an investor, I would place it in the following:
1) The Project in question. Will it make money? Is it a great idea?
2) The project's management. Will they get it done?
For me it is a more of a percentage game than anything else.
That attitude changes after a couple of bad investments or after observing the large number of outright scams and inept management teams here.
I guess we're talking about different types of investors. As far as the scams/inept management goes - it's not just here on bitcointalk (its everywhere)