A thing only remains cool as long as it is relatively rare. Once enough people use the product or emulate the behaviour the spell is broken. After coolness has been lost for sufficient time a state of kitch-ness can be achieved which some people mistake for being cool.
From The Guardian today: https://www.theguardian.com/lifeandstyle/2025/oct/30/can-i-learn-to-be-cool-even-though-i-am-garrulous-swotty-and-wear-no-show-socks
A thing only remains cool as long as it is relatively rare. Once enough people use the product or emulate the behaviour the spell is broken. After coolness has been lost for sufficient time a state of kitch-ness can be achieved which some people mistake for being cool.