The article doesn't mention "coolness" at all. All that's mentioned is on-campus recruiting of graduating seniors at selective schools, which Goldman/Google/McK

The article doesn't mention "coolness" at all. All that's mentioned is on-campus recruiting of graduating seniors at selective schools, which Goldman/Google/McKinsey certainly work hard at. In terms of the universal measure of coolness known as "tastiness of food provided at on-campus info sessions", I recall those companies rating highly. And Betteridge's Law of Headlines applies here.