I completely understand wanting to buy a quality product especially if you will be using it a lot. But I DO NOT understand paying what Yeti coolers go for. I think it's just another redneck trend. It's another sticker for the truck rear window to go next to the Costa sunglasses sticker. Seriously, after you pay close to $400.00 for one of their coolers what can you put in it, maybe a pack of bologna and 6 Milwaukee's Best?