I do believe that we are in control over what is "cool," but we don't have control of how we are being exploited. Teens are never going to stop watching their favorite TV shows, just like the whole world is never going to stop watching the Super Bowl. These commercials are suppose to be the best commercials of the year during the Super Bowl. Companies pay "beau coo" dollars to have their advertisements on during the 4 hour event. For "Merchants of Cool," I believe that it explains the answers to what people are asking once exposed.