This chapter explores mutations in conceptions of popular culture brought by attention to one’s experience of its objects. According to Stanley Cavell, the value of a culture lies not in its “great art” but in its transformative capacity, the same capacity found in the “moral perfectionism” of Emerson and Thoreau. Cavell was the first to account for the necessity of theory and criticism brought about by reflection on Hollywood film. However, he is less concerned with reversing artistic hierarchies or inverting the relation between theory and practice than with the self-transformation required by our encounters with new experiences, what he defines as the “education of grownups”. This does not imply a false revolutionary inversion of aesthetic values but rather a new assessment of importance, which Wittgenstein called for when he asserted the importance of ordinary language philosophy and attention to ordinary practices and life.