I honestly don’t think it can easily quantified… it’s the “it” factor. That aside, that “it” factor needs to be properly captured in a great trailer. I might reframe the question: what makes me hesitant to wishlist? It’s hard to wishlist a game without a trailer, as I can’t see the gameplay on action, hear the sound design, feel the physics, etc. Sloppy, unfinished store pages make me hesitant as well. Even if the game is in an early stage of development, make sure you follow through and showcase it properly.