hipster branding

have you seen the "hipster branding" tumblr yet? If not, give it a look.
{some of my favorites}

Adweek wrote an article about it last week and I have to agree with some of the points made. A few of the "new" logos are eye-catching and maybe more appealing, typographically, but what exactly makes them hipster?

cool or lame?
{either way, it was fun to look at}