My two young nephews have been getting into this MTB lark this year (and probably have a better idea of "cool" than any of you old farts! ;)
To them (and me in fact!) Sam Pilgrim doing a back flip or Gee Atherton flying off a drop looks way "cooler" in a mag than some old fart in lycra plodding up a hill. Having said that anything to do with bikes is "cool" at the moment with them (that puts a smile on my face despite the constant fixing of bikes!).
Anyway they are quite capable of pedalling up hills but prefer the jumpy / DH days we have much more. Not because it's "cool" I don't think? Just cuz there's nowt more fun than getting some air!