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Probably because, unlike "hep", "groovy", "neato", "the bomb", "swell", and others, people don't sound like complete morons when they use it.I think I posted this once before, but the word cool never goes out of style - cool is always cool.
Hep, groovy, neato, the bomb, swell and others all have had their day at being some variation of cool, but they all sound dated now, but cool is still cool.
I wonder why it has such longevity?