I'm afraid chess is in the same category with reading: timeless, engaging, and rewarding, yet only truly appreciated by those who know better.
Chess might be cool again sometime--maybe even reading, too--but there is no point giving chess a gimmick. If it's not broke, don't fix it. Seriously, it's been hundreds of years in the making.
Let the plebs have their bread and circuses.
[/condescension]
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Knowing that death is certain and that the time of death is uncertain, what's the most important thing?
—Bhikkhuni Pema Chödrön
Humankind cannot bear very much reality.
—From "Burnt Norton," Four Quartets (1936), T. S. Eliot
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