It is clear that the margins for these types of coolers is outrageous and I continue to wonder how long the market will bear these prices with so many options available. Do they outperform the old standard coolers, absolutely, in durability and insulation? Does the technology and materials justify the price tag? Hell no. That being said, in the Texas heat, a Yeti or it's equivalent will hold ice and stay cold for about three days, a standard budget cooler will last a few hours, you are also lucky if you aren't replacing a budget cooler every 6 months or so due to cracks or busted hinges and latches. My cooler stays locked in the back of my truck year round, I've even taken it to the field for military training events several times so my guys could have ice and cold drinks when it was 100*+ outside.