-Definitely butane either a torch or soft flame. (though Ive never used a butane soft flame, but I want to) Possibly the option to chose btw the 2.
-Good design thats different but classy but not too fancy. Feel comfortable while lighting.
-Color options. I would like to be able to chose the colors of my lighter and even have it customized to my liking if possible.
-Features - Lock switch to keep it lit so I dont have to hold it down.
-Nice sized tank.

As far price, depends. If the design is good and has decent features, $80 or so and maybe $100 custom colors.

Actually I think it would be great to be able to custom design your own lighter. Colors, size, tank capacity, ignition system, and the like.