I might think the same but I'm probably unusual among geeks by being into high end fashion, haute couture and urban planning, and digging the Japan-meets-Scandinavia culture montage Monocle almost exclusively focuses on. There's certainly an air of well meaning but unspoken pretention about it.

All that aside, though, if you skip the fashion and 'the third world's problems can all be fixed using the Scandinavian approach' stuff, there's a lot of great business reading in there.