I like the song but my only gripe with shyt like this is if I was out at night and seen dude I would think he's trying way too hard. Yet people watch it on youtube and everyone knows the song, all of sudden it becomes fly. I've hung in more hipster / indie spots and most of the crowd is nothing like this. And you can tell at times who's "ironic poor" and overpaying for weird shyt and who's just cool and has their own style.
People are trying so hard to make this indie/hipster rap thing the new, cool subgenre in rap. So hard.
The labels tried Asher Roth and while he could rap and had real co-signs, he couldn't hold the public's attention for long... so they tried to get more hipster about it and pushed Mac Miller, a younger, more party-friendly type dude. He's working alright but he still wasn't REALLY getting the job done across the board.
Now insert Macklemore. Dude supposedly has a "back story" so he's supposedly "real"... then add him with a hipster anthem in "Thrift Shop" and now he's covering all bases. The party crowd, low key hipster, even older white people like this record on some Weird Al Yankovic type shyt.
Makclemore is just everything these people could ask for. That's why he's blowing up much more than anyone else from that indie/hipster lane.