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For every set that one person likes, someone else won't like it.
Do you want to collect and look at sets/figures?
Do you want to play/build your sets for display?
Are there specific themes you like more than others?
I have mixture of all of those questions. I like to collect figures and display them. I end up not having a ton of time to build or play with my daughter, so I end up not building too many sets, only a select few. Also, I was collecting/buying far more themes a few years ago vs now. Money tends to not grow on trees I find... I have the main figures from the main Licensed sets that I would want. I don't have all of the rare versions of them, even if I may want them. If I win the lottery, things will be different. But as it stands, I say buy what you can afford comfortably and that you will like.
As said above, collect what you like, years back I collected original Star Wars toys and figures as I grew up with the first 3 films and love them. Then a couple of years ago I started on Star Wars Lego and now have a modest collection. Recently due to various TV shows (Arrow, Flash) and some games (Lego Batman Trilogy, Batman Arkham Series) I have got into DC sets and managed to get a few now. Also being a big kid at heart have also got a small collection of City Construction based sets, diggers, bulldozers and the like. All the sets I own is because I like the theme, would be practically impossible to collect every Lego set, not to mention the expense ! Find a theme (or 3) and go from there. For me I love the big builds, Death Star, Ewok Village, Sandcrawler to name just 3, hoping to get some of the larger DC sets soon as well.
Know what you like and like what you know.
Unless it's trains or modulars, then just sell all of your worldly possessions and move into a storage locker.