Meditation On Coolness

There is seems be some sort power that allows cool people to imbue things with cool. Things become cool because the Cool Ones do it, own it, wear it, smoke it. But this is not permanent condition. Uncool people can also destroy cool. It is how things fall out of fashion. The uncool get a hold of it, the it, whatever it that cool did, owned, wore, smoked. At that point it, the it, is uncool. The cool have moved on or the embrace of the cool it by the uncool has transformed it into kitsch. People can not become cool by imitating the cool. Maybe advertising should remember that.

Here is TV Tropes examination of cool.