‘That’s cool.’ or ‘Hey man, cool.’ or ‘Whoa, over there, now that is wicked cool!’ People recognize cool, and for different reasons. Cool can be applied to a wall paper pattern or even to a flying frog being hurled by a rocket (look up Wallops NASA Frog). Everyone is different, and so is their cool perception. Take for instance smart phones. Smart phone companies spend a ton of money making sure their gadget looks cool. You can’t sit through a commercial break without seeing some company telling you about how cool you’ll feel or how your life will be forever changed by owning it’s phone. And people love it, they get excited over it, spending good money and a lot of their day with their phone. They even come up with special jargon to make it appear even cooler. But does someone telling you something’s cool make it wicked cool or does wicked cool sell itself? Sure, there’s a lot of insurance, investment and even pharmaceutical companies that borrow motorcycles to add cool for their own benefit but how many actual motorcycle commercials on T.V. are there?