Chase's marketing team hit it out of the park with the Sapphire Preferred (and now Reserve.)

This is going to sound stupid, but the Preferred/Reserve lines are fun to use. They have a metal core which makes the card feel heavy. Cashiers would always comment on the card's weight. It feels satisfying when you drop it on the table at a restaurant. The perks aren't the best in the industry, but they're good enough, and the incredible amount of points you got when you switched over lowered the barrier to entry enough to make the move.

Without a doubt it's the "coolest" card in my wallet, and probably will be until I get an Amex Black (yeah, right.)