I had to ask the question since most of us never see these A.I. sires in person, yet there are a lot of very strong opinions on which are the best bulls.
I will admit, a great picture will get my attention first. It's really hard to use a bull that does not have a great promo picture. Doesn't mean they are not good, it's just hard to pick them when there are so many well pictured (and fitted) ones out there. After seeing the picture, I evaluate their pedigree, defect status, birth weights, etc, to see if the bull fits the vision of our operation. Next I will either contact the breeder, or a good friend of mine that has seen or used the bull. I like to use bulls from honest, transparent breeds who I can trust the pedigrees and ages of their cattle. I will take the word from guys like Dennis Garwood, and order semen right there over the phone. Lastly, not a great reason, but true, is the price and location of the semen. It costs money to ship semen, and to me, no bull is worth more than about $50, unless it is being strictly used for flushing or IVF.
I think the"Photoshop Ethics" post really adds some relevance to this post. We do put a lot of weight on a picture, and are we, as an industry relying too much on this to make our breeding decision. Like I said, I am guilty just the same.