I guess you might call this a rant. As you all may know, Yeti is a very expensive brand of coolers that burst onto the scene in 2006. Suddenly you saw YETI stickers on every pickup truck you would encounter. Their marketing ploy was pretty clear, print millions of stickers and get them out there as fast as possible. It became a fad. If you didn't have at least one YETI sticker on your truck, you were nothing. At the time, I remember seeing their products in the store. They were EXPENSIVE! I certainly didn't get one. Anyway, I was at Ace Hardware today and noticed a big display of YETI products. The pictured ice chest (apologies for the awful picture) is priced at $249. That is a lot of dough. I did some BINGing to see about the performance, and found that it depends on who you ask. They seem to work well, but other less expensive competitors have about the same performance. I don't need a cooler, so never mind.