The article also dubs Yetis “Redneck Rolexes,” which has to be the best thing I’ve heard all week. But it does point out a growing trend that’s worth taking note of, especially if you keep a cooler in the bed of your truck like I do. I don’t tote around a Yeti-branded Redneck Rolex, but I do have a premium cooler made by Siberian and I secure it to the truck with a cable lock. It’s not theft-proof, but it will slow down the casual snatch-and-grab thief. Before heading out this weekend, you might consider doing the same.