Generally you need to take into account both the consequence of a software defect as well as how often it occurs when doing bug triage. (See: Using a Risk Analysis Table to Categorize Bug Priority)
But an important special case is one in which the consequence is a business consequence such as brand tarnish rather than a spectacular software crash. I used to use a hypothetical example of the audience's company name being misspelled on the system display to illustrate the point. Well, it's not hypothetical any more!
Lamborghini sells a quarter-million dollar SUV with numerous software defects, including spelling the company name as "Lanborghini" Guess which defect gets the press?
But an important special case is one in which the consequence is a business consequence such as brand tarnish rather than a spectacular software crash. I used to use a hypothetical example of the audience's company name being misspelled on the system display to illustrate the point. Well, it's not hypothetical any more!
Lamborghini sells a quarter-million dollar SUV with numerous software defects, including spelling the company name as "Lanborghini" Guess which defect gets the press?
And it turns out that a software update not only didn't solve the typo, but also broke a bunch more functionality.

