Grant McCracken has an interesting essay over on his TBSA blog where he considers why the cool hunter just ain't cool (in the eyes of marketing departments) any more.

Useful in their brief moment, cool hunters would eventually be remaindered by historical forces beyond their control. Those who live by the trend, apparently also die by it. And somehow I think that's fair. Surely contemporary culture is too interesting, important and difficult to be represented by catching phrases, exclamatory declarations and a haughty self importance.

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