To be honest, the feature that is pushing me to really buy the 5S is the new camera...taking pictures is one of the things I use my iPhone the most for, so a new and improved camera function is what really pushed me over the threshold to actually purchase this one instead of sticking with my iPhone 5. The chip set is cool, but I personally kind of feel like it's more impressive on paper than in actual use (right now), and the colors really aren't much different than what we already have, so that doesn't do anything really to push me to love the device.
iOS 7 is awesome to me, but I have it on my iPhone 5 right now, so that doesn't really set any standard for the new iPhone either (to me).