What's up with this?

http://coolandtough.com/

Sorry, I am not impressed. Cool and tough should be a natural state. It should not be against the flow, and it seems to me that these dudes are trying too hard. The song "Pretty Fly for a White Guy" comes to mind. They think they are hot shit, but unfortunately, they are "not beautiful and unique snowflakes." I think they are striving for a good ideal--being cool and tough--but are going about it the wrong way. I appreciate the effort, but at the end of the day they are ruining the world's perception of what it really means to be cool and tough.