I genuinely thought we were done with the taste discourse and yet we’re back at it. It started with the creative class, back in 2022, when A.I. could really only make shitty images nobody wanted. Taste was going to be their differentiator. But now that every hustle influencer is vibe coding an app in their parents’ basement, the tech bros have claimed it too - what it is, who has it, how do you get it, and can A.I. have it? Since I’m unfortunately adjacent to them for bi-weekly reasons, I am once again inundated with conversations on taste, so buckle up.

The problem I have with most of the discourse around taste is the attempt to quantify it, which is antithetical to the construct itself. Trying to programmatically define what’s cool is objectively not cool. Besides, taste is ineffable, so it won’t work. But more importantly, taste isn’t uniform and is derived from class, race, experiences, work, thin air, and who the fuck knows what else. When someone mentions taste, I find the conversations allude to some kind of spirituality, like a person who “has taste” was ordained by the divine. So when trying to declare who does, or does not, have taste, there is inherently some uncomfortable cultural baggage.

That said, we do need to bring back some assertions of quality. We’ve exiled the gatekeepers and ushered ourselves into slop hell to just “let people enjoy things.” How many people gave a like to a stupid A.I. video of rabbits bouncing on a trampoline while they swiped right past an artist painting from their heart? How many more Wagyu burgers must I skip past on a menu until we say enough is enough? It’s grim out there, folks. I know we don’t like institutions anymore, but if we don’t do something it’s going to be fucking A.I. slop and man cereal from here on out.

So we should bring back the snobs. Yeah, that’s right, I’m all in on snobbery. Film snobs, wine snobs, food snobs, anime snobs, music snobs, book snobs, I don’t know...taxidermy snobs? Doesn’t matter. If you have an esoteric hobby or interest, wave that freak flag and be a snob about it.

Unlike taste, which is too ethereal, snobbery is of the earth. It takes work to assimilate into a subculture, niche, or genre that for some reason resonated with your soul. It’s a fixation. It’s the thing you aspire to be or know about so you invest time into it. You’ll inevitably fail and look like an idiot a few times on your journey to being a snob. But that’s the point! There are no shortcuts to true snobbery - experiment, fail, learn something, repeat. That kind of obsession is the foundation of actually being cool.

Snobs also carry some earned attitude, which is important. I’m not advocating for people to be complete assholes, but maybe just a little? If I’m blowing smoke, call me on it. We’re all adults and can handle a little tough love. Look, maybe I’m just speaking for myself, but I genuinely know so little so please, educate me, tell me all the weird things you know and how and why you know them. Maybe I’ll want to become a snob myself.

I know snobs get a bad rap, but the real problem is how people present their snobbishness. There are good ways and bad ways to be a snob, so we should establish some guidelines. 

First, a good snob knows the difference between having standards and knowing when to impose them. Not everything needs to be highbrow all the time. Sometimes trash is good for the soul. 

Good snobbery also knows that expensive does not equal quality. A proper snob can see through sloppy class cosplay because they’ve actually put in some effort. For example, a good food snob knows a Michelin star means very little. Well, it means you’ll pay for it, but it has almost no bearing on your post-meal happiness. 

A good snob doesn’t make well-meaning non-snobs feel like total shit. It is in fact possible to be a snob while also not being an asshole to the undeserving. I promise. 

However, and this is a big one, shame is the prerogative of the snob. There are too many people confidently wrong about things they don’t actually know about. It’s an epidemic and somebody needs to say something. Shame is an important part of society and we need to bring it back. This might be the snob’s true calling. 

The best part about having snobs around is you get to ask them for advice. I mean sure you’ll sit through a lecture, but at least you’ll end up at a good pub. Hypothetically, of course. So yes, bring back the snobs, the obsessors, the folks who know what the rest of us do not. Better yet, be a snob yourself. We’ll be better off for it.