I'm a huge fan of "extreme" coolers. I decided long ago that I'd rather have a cooler that costs more and will last longer than keep buying el-cheapos season after season. From talking with anglers in my travels, I'd say it's 50/50 in terms of the guys that share my feelings on the want and need to have a cooler that will keep ice, beer, and bait cold for a week. Of course, it's not just the cold factor that's appealing; I've seen these types of coolers used for everything from casting platforms on flats boats to bear-proof food storage on camping trips. I bring all of this up because last night I laid eyes on probably five new "high-performance" coolers here at ICAST from brands I've never heard of, and I'm wondering if they are simply hanging on the coat tails of companies like YETI, or if you, the American angler, has been sold on these coolers like I have and are buying enough to spawn these new brands.