The bohemian/interstitial places are recurring themes with people like Gibson and Sterling. They have observed that our culture seeks out those places so quickly now in its attempt to commercialize Cool, that it (cool) doesn't really have a place to grow anymore.
Last weekend, I took the fambly to the Mobile Skatepark Series held at the local MotherShip (Dulles Town Center Mall). While our brains swelled in the hot sun, some very hot riders got some really big air. It was hot. It was cool. The Sick Trick Vertical event was won by a guy with NO SPONSOR! (How can that be??) During the warm-ups, the riders were all in their civvies, but when the event came, they were wearing the colors (shirts, helmets, boards, wheels) of whoever brung 'em.
The announcer went on at some length about how we should all catch this on ESPN2 or some such channel, because the show had a lot of great skateboarding, and "all the great lifestyle video and programming" that comes with it. 'Cause you can't do it right without the right gear. Instill that message young, and they'll be buying putters, and leg warmers, and Beemers. Run faster, jump higher....
When I first got out of high school, the guy that played drums in my band worked a summer day job with his thrasher buddies building swimming pools in the San Joaquin Valley sun. So they could ride in the pools before they filled them up.