The forums and the website itself are also big factors for me too Edward. As i said previously i'm incredibly lazy so to just click between the forums and the website when i'm upgrading/asking for advice on said upgrade it is very appealing.
I have recently decided that the functionality of a website is far more important than i previously believed. My favourite computer games retailer has recently redone their website and it is TERRIBLE. Totally overrun with unneeded java applets, poorly placed buttons and a search bar that dissappears if you mouse over one of the buttons above it (anyone who uses that site will know what i mean, SO ANNOYING!). As a result i never browse their website any more, sure i still buy nearly everything there, but as i use other sites for browsing to see what games interest me now, so if i see something cheaper there they've lost a sale all because of a rubbish site.
Guess i'm saying this as i wouldn't be surprised if OcUK are thinking of reworking their website in the not too distant future to fit the new logo better. Remember, function over form!