Cowboy Up is a "Cowboy" pride thing. I have cowbot in quotes because these are people living in suburbia, with a 4x4 pick-up and a gun rack. They most likely have never ridden a horse or own a gun for that gun rack. They like to line dance to Achy Breaky Heart while wearing their Stetson, over priced designer cowboy boots, and Wrangler Jeans. And the last time they touched a cow, if ever, was when they were five and milked one for about 30 seconds while at the petting zoo.
Oh, and they will plaster their truck with stickers like this:
In the old days they were called "Dudes". If they were any other genre, we would call them "Posers". But they get the name "Cowboy" for reasons that are beyond me. Seriously... These people are fans of cowboys and rodeos. If you are a football fan, does that make you a football player? No. If you watch car races, does that make you a racer? No. If you watch the cooking network, does that make you a chef? No. These people think because they have a designer western look and they watch people ride bulls on tv, that makes them a cowboy.
Take it from me, someone who has actually taken his truck out into the fields, ridden a horse, branded a cow, had a gun in his gun rack, and spent his summers on a farm (and I would still not call myself a cowboy), these people deserve to be mocked. That and Achy Breaky Heart fucking sucks!!!