I bought a Yeti Hopper (Soft Sided) and the cost was unbearable! But I bought it because we run 2 charter trips a day in the summer on the Sound and needed the best portable cooler to store trays of frozen herring to last all day, and even when the temps were pushing 90, it did the job and the left overs were frosty-frozen-solid at the end of a 12 hour shift during the dog days of summer. It was a testament that led me to replace my shi1ty old cooler in front of my Whaler center console with a Yeti 35. Both were expensive, but they last forever and I don't regret the purchase! Yeti paved the way for many other companies to introduce quality produces but I can't speak to that, because I'm happy with what I bought.