It's "aww" not "awe"
For those of you who are trying to express sympathy or communicate how moved you are by the cuteness of something, it's "aww" and not "awe." Unless that new puppy / kitten / baby inspires respect mixed in with a healthy dosage of fear, it's "aww." And it's most certainly not "awl*," unless you want me to use one on your face. K, thanks!
*Awl - A small pointed object used for piercing holes, esp. in leather