Have you noticed, "cool" loses it's cool when everyone knows where it's at? That's why we need "cool hunters".

Is the market crazy, or just me?

When "cool" is "hot", it has to cool down before it can heat up again.

I remember when I was a kid, "cool" was a very rare thing. And it wasn't a person, "it" was an it.

Then certain people became "cool", and they became "it".

Of course, it wasn't long before Madison Avenue caught on, and soon everything became "it"

Now hardly anyone can find "cool" any more. But that's not a problem 'cause now we've got "cool hunters" who can find "it" for us.

Ain't "it" grand!

"It" makes the world go 'round and 'round
In a niminey-piminey-merry-go-round. :)

Like many design blogs, Apartment Therapy acts as cool hunter and arbiter.

http://www.nytimes.com/2005/01/27/garden/27blog.html?oref=login

We're editing the huge morass of information and stuff out there and trying to find the cream," said Maxwell Gillingham-Ryan, 38, who runs Apartment Therapy with his brother, Oliver Ryan, 36. The site attracts more than 10,000 visitors a day, Mr. Gillingham-Ryan said.

Hot Off the Web: Gossip and Design Guidance
New York Times, Sunday, January 30, 2005