Mr. Welch: There’s “anticool…”
Ms. Lazarus: It’s a defensive strategy by the leading-edge culture against the mainstream appropriation of cool.
Mr. Welch:: There’s a reappraisal of things traditionally deemed uncool: trucker hats, Pabst Blue Ribbon and Miller High Life beers, heavy-metal music.
Ms. Lazarus: We’ve seen a resurgence in what we call ironic pastimes: camping, lawn bowling, knitting.

Trucker hats? PBR? Knitting? And these guys call themselves trend-spotters in 2003?