Given the price hike, I may actually have to just pick one this time. I've always been a buy-bother, with the exception of LGPE (there was no fathomable reason for me to buy both in that instance), so this would feel strange, having to commit to one side. Aesthetically, I feel like I've always, or at least since I reentered the series in 2011, leaned more toward the "right side" versions (White, Y, Moon... I prefer SoulSilver and Alpha Sapphire over their counterparts, and I'd have picked Pearl if I had been there at the time), and I do seem to prefer the Shield logo.
Haven't decided yet. Unlike previous cases such as Black, X, Omega Ruby, and Ultra Moon, I want to see exactly what the differences are first. Both will always be off the table as long as trading is a thing.
Based on color and design of the logo alone, I'm going with Sword. Blue is my favorite color. That said, we haven't seen the mascots yet, so depending on their designs and version exclusives, my choice may change. For now, its Sword. Logo just looks more appealing.
I do plan on getting both in the future, but it'll ultimately depend on the legendary and version exclusives for me. I originally wanted to get Moon, but the version exclusives for Sun turned out better so I wound up getting that. Let's wait and see.