"Cool people have their own style, individually and collectively, but cool people don't necessarily buy cool things. Quite the contrary. When cool people buy things, the things become cool. In some magical way, the cool person transmutes mere objects into cool things. And this, of course, is where marketing comes in. If a company can figure out what's cool to kids who are cool, they can sell a lot of stuff to other kids who would like to look cool." (95)

(Farrell, James J. One Nation Under Goods: Malls and the Seductions of American Shopping. Washington: Smithsonian Books, 2003. Print.)