The "WOW" factor...

Now, I've never tried to find the "wow" factor for any product, so the following question may just reflect my naiveté. However, couldn't you just ask current customers what they think the "wow" factor is?

After all, if people are buying and continue to buy they are doing so for a reason. I think it would be nearly impossible for us to guess what their reason is, but you may be able to find out by asking (or better, by watching them or listening to them think aloud while comparison shopping).

--Phil