I don't see what the big deal is though. The coolers were cutting edge when they came out. No one imagined there were people willing to spend $550 on a cooler, and so we had a bunch of really shitty coolers to choose from. Now there are better (more efficient) and cheaper options, but Yeti proved the business and other companies followed suit and we the consumer benefit. I can't imagine the hassle of trying to get an elk home 12+ hours in a shitty cooler.