The Saturation of Cool

"There is like a saturation point at which even though it has been a word with unusual longevity, almost by definition, the concept of what is cool. Like that word can't last infinitely long because as it seeps into every corner of the culture, it becomes what it isn't anymore," he says. "I'm suddenly thinking about all the times I have heard business people talking about generating cool for their brand and that kind of thing."