I don't think that's wholly true. Yes, there's little difference between Outstanding and Excellent, but we did check that the school wasn't in special measures and I think you're wrong to suggest that most parents wouldn't be concerned about that
Those choices are too narrow
Primary - location (although we moved to the area partly because of the school's Ofsted rating)
Secondary (daughter) because the pastoral care was suitable for her requirements
(son) because it's the one he wanted to go to