The Gold Coast Neighbors Association has one set of boundaries for the Gold Coast and YoChicago has a slightly more expansive set. Yo’s boundaries include blocks whose physical character is largely indistinguishable from the historic Gold Coast.

Venture west or south beyond those boundaries, however, and some of the blocks take on a very different look. That doesn’t prevent property owners from touting a Gold Coast location for buildings far removed from the Gold Coast.

I’m proposing a new neighborhood with flexible boundaries called the “Gulled Coast.” Its name will be spoken only, never written out, and it will come to be inhabited by throngs of people gulled into living far from the Gold Coast, but unable to complain that they were misled.