@dirty hands are you familiar with baseball advanced analytics stats? I think this is study is more for replacement level “coolness” and looking at it that way it makes a lot more sense. Most people are not super into pop culture so you have to speak in very broad terms.
The interesting part of this isn’t necessarily the splits low, medium, and high it’s that there’s a shift in what is important in determining what is now seen as “cool”. In the past, someone may have been considered “cool” if they were super into Jazz or Hip-Hop or Indie Rock but now it’s seen as cool to enjoy a variety styles or genres. Is more important to be a jack of all trades than a master of one.