adventures w/o access to food/ice. And presumably a lot of quality for a small market niche will cost ya. So you can credit Yeti for opening up a much larger market opportunity here for other cooler manufacturers and sure price/point has come down in how ever many years it has been.

So yeah, I get that it's a luxury item now, like buying a Burberry raincoat etc. But sure, if you just want to keep your beers cold for a day at the beach, buy a relatively cheap cooler.