NEW YORK (TheStreet)-- The media rarely throws around the word "cool" or deploys exclamation points more than when there is an auto show. And who can blame them?! Those cars are cool!Problem is, whether you are talking General Motors ( GM), Ford ( F), Honda ( HMC) or Toyota ( TM), few of these cars ever come to market. They are mostly concept or limited edition cars, the auto industry's daydream of the future. But wouldn't you know it? With their exclamations, compounded by a preponderance of slide shows and video, which obviously showcase the splashy visual more than underlying truths, the media turn into daydream believers. They rarely make the central and essential point: this is pretend play. Just look at the headlines coming out of this week's Geneva Auto Show, including this one by CNET: "Category Confounding Cool Cars!" But nowhere do they mention anything about how these cars are concepts. Same with The Washington Post, which merely cooed about the lineup: "Some of the vehicles event-goers will be able to see include a 700-horsepower Lamborghini and a small car whose steering wheel helps control music." CNNMoney could not resist the word cool in the headline: "13 cool cars from the Geneva Motor Show." And exclamation marks abounded! But at least they got to the sober fact that all this coolness goes for naught: "Good news! This is not a concept car. Yes, it's for sale. Bad news.... This is the only one they're making and it's already been sold for $2.8 million." That was a welcome development! Totally cool!