"Coolness" changing rapidly

I agree that people tend to buy more from what is “cool” like using celebrities, but not only is cool different for different groups of people, but it is always changing.  The book also talks about culture trends emerging and fading quicker with new technologies.  “Cool hunters” are able to find new trends faster with technologies like cell phones, the Internet and text messaging.  This is good for companies like the cell phone industry because people have to constantly buy a new phone often in order to be “cool.”  I found this news clip about the iphone 3G; I remember when the iphone came out in 2007, and a year later, a different iphone is introduced.  This iphone is thinner and faster, and in order to be up to date, you have to buy it, even if you already own the original iphone.  I work with a girl who gets a new phone every two months just because she wants to be up to date.  I honestly think that is ridiculous, but there are other people like this girl I work with, and advertisers know this.  Therefore they use the marketing of coolness.