Its the sort of coolness that Apple-inspired ad editing has given us, in opposition to the heavy rap-gangster intimidation-coolness of the last great sales cycle. The second overt component is simply coolness. This is a weaker version where we see some of the plotting and problems. The strict version is that we don't fully understand what is going on and 'see' it only at the end. Superficially, this has two overt components. I like him because he actually thinks about film. I even like him when he has no goal in the world but making money through simple entertaining.

Is this the most valuable franchise in film? Will it last for a decade? I like Soderbergh.