We assume that everyone is an honest player, and we want to make their experience as cool as possible.

FORBES: Runic CEO Shrugs Off Millions of Torchlight Pirates

Han was spending four hours each night hanging out online with his friends and wanted his virtual stand-in to look as cool as possible.

FORBES: Korea's Weird Wired World

"I'm going to get drunk, have a laugh and talk to as many cool people as possible, " said bassist Andy Gilmour.

BBC: Kerrang! awards

This is why the idea of nuclear fusion is cool as opposed to fission, if this is possible.

FORBES: Executive Profiles: Disruptive Tech Leaders In Social Business -- Parker Harris, Salesforce.com