The effectiveness of public education hinges significantly on the values of the customers—the pupils. If learning is authentically identified as “cool” and fashionable, it will be sought after. Something is always cool and it’s always sought. In the one-room, book-scarce schools of certain other-generational and well educated relatives so much more learning—values driven—clearly happened relative to now. People, things and experiences are all marketers of something. The school-house is a marketer. Everything is a signal. The role of marketing at a values level has a place in education as in broader society. The returns to society on this ilk of marketing, however, are a potential transformational enormity. This article nicely gets at the driver of “coolness” and culture in education, something not routinely addressed.