A lot of the time, by the time you hear that ABC place is the really cool place to be, the people who made it a really cool place to be have moved on to other locations, having been replaced by other people who have all these other ideas as to how a shop should run (which do not involve being cool), and now that really cool place to be is now "meh, not so much"
similar to investing is stocks, by the time the mass market gets in on it you may be on the wrong side of the curve.