The city is kinda dead at nights, but it's more alive in the Mission Area than most other areas. It is too expensive, but the software engineers can afford it readily enough.

But I don't think it's about the "coolness" reflecting on you that these software developers are actually going for. I think it's more along the lines of having a store nearby that sells liquid nitrogen ice cream during the summer. Which is pretty cool. (And other establishments including night life and dining establishments, naturally.)