Most fairs don't use certified quilt judges and often the judges they do use may not even be quilters, let alone sewers so the quilt is only being judged on its visual appeal to the committee that is judging. They do probably look closer at details if the competition is close between several quilts to ensure the details are just as well executed as the initial visual impact. The custom quilting will definitely be of more visual interest to the untrained eye than an E2E. Some local venues do use a cert. judge but others don't. When it comes to quilt show judging where certified quilt judges are used, or even uncertified but at least a quilter, they are taking every aspect of the quilt into consideration and that would include the level, complexity and suitability of the quilting in addition to the piecing. Many judges use score sheets that touch on all aspects of the quilt which includes piecing precision, visual impact of design and color, binding and several aspects of the quilting. If machine quilted they look at stitch length, tension, appropriate use of quilting design, quilting density, starts and stops.
When score sheets are used each quilt gets points for every item on the list and the quilt with the most points wins. So a very complex and well executed custom quilting treatment will outscore an E2E in shows where these kinds of quilts are competing head to head.