Zeek’s Michaelson reflects personally and politically:
That’s the trick, of course; as soon as something becomes big enough for the mainstream — even the alternative mainstream — it’s lost its edge. This is what’s pathetic about the Jewish institutional world’s belated attempt to jump on the cool-Jew bandwagon: all that effort, and the ive-minutes-behind-the-times style, just makes them look even lamer. What’s more, cool has always had a rebellious, undermining quality. Take away the edge and what’s left is MC Hammer: sanitized hip-hop for white suburban kids. Likewise the attempt to co-opt superficial design elements of “Jewish cool” without its underlying critique of established Jewish categories, assumptions, and sacred cows. Again, it’ll fool some people —
but it can’t be actually cool.