In part this is just the desire of a slightly gauche place to appear hip.

ECONOMIST: Urban boosterism

There is, perhaps, something a little gauche in his confessional volubility.

NEWYORKER: Total Recall

This, however, is not the fashionable opinion in hip tech circles, where admitting a preference to anything besides Gmail is gauche and unseemly, rather like going to an Arcade Fire concert in a Justin Bieber tee shirt.

FORBES: My Terrifying Encounter With Yahoo Email: A Survivor's True Shaggy Dog Story

When a real-life Frenchwoman moves into the neighborhood, Ms. Beaulieu sneaks over to inhale a bit of Paris through forbidden spritzes of Yves Saint Laurent's perfume Rive Gauche.

WSJ: Book Review: Diary of a Nose | The Perfume Lover

Champagne socialists the world over -- or the Gauche Caviar in France -- have often trotted out his rhetoric as justification for splashing the cash during a downturn.

CNN: Is Champagne ready for a return to socialism?

Urbane and urban: "Hitch" is very much a tale of Manhattan -- lower Manhattan, where Ms. Mendes's Sara works as a gossip columnist for an upmarket downtown tabloid, and farther-flung parts of the island, where Hitch counsels gauche, lovelorn men in the art of approaching and attracting the women of their dreams.

WSJ: Will Power