When someone goes to or moves to Austin and instantly becomes pretentious. They will usually make sure to let their buddies know exactly just how cool they are for being in Austin and how much better it is there then where they are from. They can usually be seen taking pictures of their food or anything really austin-esque to send to their buddies back home.

A cultural and aesthetic mind-state that prioritizes making money, even as an “underground” or “radical” creator. The work isn’t made for money, but it’s the money that matters the most.