I do both. Aesthetics are big for me; I like stuff to look good and if I am taking the time to do it, they need to look good to my eye.
For doing large quantities of pistol bullets (9/38/40/10/44/45) I like using HiTek. I get better coverage and a better looking finished overall bullet than doing the PC shake and bake where all the bullets are in a pile and they have spots from touching other bullets all over them. I know it doesn't affect performance but I don't like how they turn out. For larger quantities of pistol bullets there is no way I am standing them all up to get them to look better.
I use PC for all rifle bullets and any handgun bullets I am shooting at higher velocities. I think it is a better coating for this application and having tried HT for this also I prefer PC. Also, since I typically are making these bullets in smaller quantities, I am taking more care in the process and standing them up to get the nicer finish.