The kiss of death
Having an EU bureaucrat extolling the virtues of something is surely the simplest way to turn most people off it.
Let's face it, most people are NOT COOL - just watch them dance if you need proof. Most people don't even try to kid themselves they are cool and the ones who do usually end up worse off than if they'd done nothing to "improve" in that area. So why should "cool" be considered an attractive or aspirational property?
The basic issue is that thinking has been demonised. Most of the publications (both printed and web) place far more importance on appearance than content and most
newspapers tabloids never have a good adjective to say about anyone who demonstrates an IQ over 100. TV follows the same path: with the most popular programmes and channels being the least intellectually stimulating.
What we (in IT) need is the sort of publicity that sport has got. Even if most people are still couch potatoes and only ever exercise their channel-changing finger, they do still talk about and show an interest in physical activities. If you want to motivate people, a sporty role model is often the way forward. The question is: how do you get abstract, intangible ideas to become sexy? How do you make theoretical analysis interesting? How is it possible to persuade "the man in the street" to talk about philosophy, mathematics or op-codes when he's in the pub?
Maybe those are the issues Neelie Kroes could work on, once he's solved the gender inequalities of IT