I think it is a proven fact that wax can add shine to a car. Not only have we all seen it empirically, but it was been measured with those gloss meter things.
Waxes are just like all other things that fracture light: it can enhance or take away from the finish. Most well engineered waxes fall in the former. In fact, I don't know if I have ever witnessed a wax take away from the appearance... That being said, I have seen the the finish change in a way that I found negative with early sealants and other polymer based products (I know, that is truly a large bucket). For example, I remember the manager at a local car wash had his truck coated with countless layers of Zaino (not trying to flame any product; just giving my opinion) which I found to be plasticky. He, obviously, loved the look, but me, not so much. Just proof that tastes are different. How else could all these manufacturers stay in business?
Maybe 96-98% of the shine comes from polishing, but any true enthusiast knows that it's the details, aka the last 2-4%, that separates us from the rest. If there was a product that offered 2-4% more shine! I don't know one of us who wouldn't jump on it!
:rockon