What does a bride REALLY want and need?

Lately I've been questioning what goes into purchasing the perfect dress? What really goes on in the bride's mind? As a bride, what is it that you look for in a dress? What matters the most to you when looking for a dress? If you've been dress shopping, what lacks in the wedding dress department or industry that you can't seem to find? What do you need in a dress? What do you want in a dress? Ultimately, what will win you over to say "YES" to the dress?