Theme matters quite a bit!
Look at Mustang....considered a great game - great tournament play, innovative code and strategy, etc...yet very few want one or own one...only reason for that is theme...
Look at BTTF or TMNT...both are very bland games - one trick pony shots, light on code, light on features BUT prices have been skyrocketing and you can't find either one....only reason for that is theme...