There’s a learning curve not just to use the thing, but to even understand why you might want to use the thing. If you can get over that hump, it shows people how smart you are. So naturally people like to tweet about it.

Coolness is a dance between familiarity and novelty. One way it’s often expressed is “most advanced yet acceptable.”

The coolness is derived from the parts you don’t get at first, It motivates you to come to it, because it’s not trying to come to you. The cultiness gives you a reason WHY you WANT to LEARN to use it skillfully.