Aren't we all pretentious? Don't we all have some picture in our minds of ourselves that we aspire towards? Is that such a bad thing? We're all pretending, all the time. Idiots toss this word around not knowing what they really mean by it in my experience...they would probably say this definition is pretentious.
person A "we go to such an such cafe for coffee"
person B "really? I hate it there, everyone is so pretentious"
person A "really? Even the middle aged people and young mothers with children? What are they pretending to be? Are they pretending to drink coffee? Is it pretend coffee in an empty cup? How could a business run on that principal?"