"The second you start looking to be'cool, ' you're dead, " says trendsetter Kevin Rose, the tech whiz behind a host of "cool" products, including social-bookmarking Web site Digg and online video network Revision3.
There's also a section of the website where you can video yourself on let's say your mobile phone doing something you think is really cool that you think should be a Guinness World Record but as far as you know it's not at the moment.