Macro cool-hunting

Very amused to see that the cool-hunting industry has finally begun to cannibalise itself. The latest book on identifying trends - Microtrends - claims to have identified a whole new sort of cool-hunting which focuses (as you can probably guess from the name) on little trends rather than big ones. It is perhaps inevitable that the best cool-hunters should be on the lookout for new ways to hunt cool, but there's something entertaining beyond that mere inevitability in this newly self-referential turn.

(HT: Grant McCraken)