Interestingly, if previously the word for ‘snobbery’ in Russian (снобизм, snobbism) traditionally had a negative connotation, in modern usage it has acquired a positive association, suggesting "prestige", "elite". Hence, the title of one of Russia's most prominent glossy magazines, Snob (it is hard to imagine a magazine that would call itself "Poshlyak" – one who is guilty of “poshlost”).

In the meantime, modern culturologists have come to a paradoxical conclusion: An aggressive militancy against "poshlost" can turn into no less than "poshlost" itself.