It's one of those words that can be it's own sentence. And if so, capitalizing such a short word to be followed by a period or an exclamation mark just looks wrong.
When you vocalize it you can put clear emphasis on it. Whether it's whispered ("wow") or shouted ("WOW") your brain, or at least mine, sees the format clearly in its solitary word balloon.
But the minute you actually put those letters together, regardless of stress, it just goes goofy and looks dopey.
Maybe I should quit looking at the actual written word as art, and start looking at the forest.
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