“We continue to be excited about integrating MYSTERY RANCH’s talent and designs into our business and future YETI expansion, building upon their legacy as a premier maker of incredible pack ...

In short, it's a heritage item, something to bear some legacy. "Yeti V Series ... was a challenge we accepted. The Yeti V Series is the result of our relentless dedication to innovation and ...

But you can get a comparably-sized cooler from legacy brands like Coleman and Igloo for around $40. Why are YETI coolers so expensive? There are two pretty simple answers: technology and marketing.