People spend time trying to impress people through the things they do and say in a tone any louder than a gasped whisper. The mass commodification of cool is perverse in the sense that the individual defining the term has its basis in what they think others will idolise in their own individuality. If there was no ego there would be no cool. If there was no cool, people would see more beauty. They would stop seeing their lives as more important than others based on what they themselves value