A recent survey of what people consider to be 'cool' puts Xbox along with MTV and Scalextric as the Media and Entertainment brands of choice. As an owner and aficionado of Xbox it's great to see that it's now thought of as a mainstream brand but I'm always sceptical about surveys and especially those that label thinks as 'cool'. What does being 'cool' actually mean? As soon as you try and define it it's not 'cool' anymore. A bit like 'Heisenberg's Uncertainty Principle' for brands.