X Factor

The term 'X Factor' refers to an element of 21st century marketing techniques which seeks to capitalize on the sleek, hip, inherent ultra-coolness of young people . . . somehow. No one is quite sure what X Factor really is. If you don't care about it, you've got it. If you want it, you don't have it.
Not to be confused with 'pizazz', which refers to an element of 20th century marketing techniques which sought to capitalize on the hip, fun-loving nature of young people . . . somehow.

Dick: "Your book is great, Tom, but it could use some more X Factor."
Tom: "What's that?"
Dick: "You don't know?"
Tom: "No."
Dick: "Well...that's why you need more of it!"

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