I wonder if people confuse wet bulb and dry bulb here. Wet bulb is related to how well your air conditioner or sweating will cool you. Dry bulb is what we usually say when taking a temperature reading, or listening to the local news' meteorologist.
Edit: chewing on "wet heat factor". What do you think? Cliches like "but it's a 'dry heat' harhar" are already common. So "wet heat" might click.