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The Guardian thinks my neighbourhood is cool

Quoth The Guardian:

When developers – especially those hawking new apartment buildings with names like Olive or Aubergine – started branding this once-gritty area as SoMa, some locals rolled their eyes. They hadn’t carved a bohemian niche in this mostly forgotten neighbourhood for it to be hijacked by yuppie-luring marketing campaigns. Luckily, South Main (as real locals refer to it) has mostly survived the spin, becoming Vancouver’s coolest hangout and an ideal destination for visitors aiming beyond the city’s crowded tourist attractions and its nature-hugging, camera-ready vistas.

Only… I’ve yet to hear anyone actually call the neighbourhood “South Main”.