Merchants of Cool

I was very interested but not surprised at the extent to which companies are willing to go to find out what is "cool." How can they make (as much) money in the society that we have created today or sell anything if they don't follow the people who spend the most money, and figure out what they are spending it on? Which a lot of times can be anybody's guess and changes so frequently.
Having said that, I think that this whole idea makes kids feel really lost. (young) Adults don't have so much marketing being directed toward them, but if we think back to when we were teenagers, we wanted to be special, we wanted to be the ones telling the media what WE wanted, and I think after watching that a lot of the kids interviewed felt like the media was telling them. But in a lot of ways this can't be helped, I mean "cool" is so fleeting that it is almost pointless to market something that teenagers already have. That is why bands such as ICP are becoming increasingly uncool.