Merchants of Cool: The Difficulty of "Cool Hunting"

Cool hunting is done by culture spies, who are mainly adults.  This, along with the fast-paced cylce of what is considered to be cool by teenagers, lends itself to the difficulty of successfully finding what is cool to teenagers and turning it into efficient adveertisements fast enough.  The problem with seeking out what is "cool", specifically as an adult, is the generally oppositional mindset of teenagers.  The teens who define "cool" are most likely doing it for their own reasons, not to be followed and copied by everyone else.  Therefore, when other teenagers start emulating their clothes, music, etc., the initial starter of the newfound "trend" is repulsed by what they themselves started.  I know that I get annoyed by people who copy others just to be perceived as cool.  This presents itself as a problem for advertisers who are infiltrating the teenage world in order to gain a sense of what is "cool"; certain things can be cool to some people, such as the people who copy others, but are no longer cool to the people who were copied.  Furthermore, as soon as the copiers figure out the originators no longer perceive the certain thing to be cool, there will be a widespread agreement that that certain thing is no longer cool.  It is apparent that the determining of what is cool is a complex ordeal that happens too quickly for advertisers, and adults in general, to catch on to.