Rules Of Cool

In this sense, the third rule of cool fits perfectly into the second: the second rule says that cool cannot be manufactured, only observed, and the third says that it can only be observed by those who are themselves cool. And, of course, the first rule says that it cannot accurately be observed at all, because the act of discovering cool causes it to take flight, so if you add all three together they describe a closed loop, the hermenuetic circle of coolhunting, a phenomenon whereby not only can the uncool not see cool but cool cannot be even adequately described to them.

-- Malcolm Gladwell