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I am wondering if there is any formal word or phrase for "wow factor" that shows same level of excitement positively.

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    The OED has copious entries on wow, since 1920 - but nothing, so far, on wow factor! – WS2 Nov 26 '15 at 9:16
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stupendousness - so large or great that it amazes you. (M-W)

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Peculiarity:

  • A notable or distinctive feature or characteristic.

(AHD)

Wow factor(informal):

  • A quality or feature that is extremely impressive:
    • its funky, futuristic looks would add a definite wow factor to any kitchen

(ODO)

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Specialty

Webster's Definition of Specialty:a special or distinguishing feature or characteristic

wow factor: a quality or feature that is extremely impressive.

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One alternative would be :

Charm : the power or quality of delighting, attracting, or fascinating others.

This feature has a wow factor that is irresistible

becomes

This feature has a charm that is irresistible

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Astounding : causing amazement and wonder

http://www.thefreedictionary.com/astounding

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