Who would have thought that Jersey City is “booming — and even cool”.

Business Insider is hot on the case of Jersey City as an alternative to pricy New York City boroughs.

Apparently, “for years, New Yorkers have been discovering that, just across the river, the culturally maligned New Jersey might actualyl be a better option”.

Insider goes onto profile a few of the recent in-bond residents like a 31-year-old content creator / model / podcaster / influencer, 26-year-old marketing manager from Florida, or a 32-year-old attorney.

The real takeaway? Jersey City might be cheaper than Bushwick, but it still isn’t cheap.