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NightDragon83 said:
That's because no one gets to "decide" what cool is or isn't, it just happens. When you try to make something out to be cool, it instantly becomes the opposite of cool.

Ubisoft has been getting away with this for years though. They spend loads of money to make people think Assassin's Creed is cool, and everyone who watched their E3 conference saw their attempt to make Rainbow Six and Tom Clancy cool as well.