I am not sure where to begin with my response to your post... but lets not start a war over coolers lol. I dont have plenty of money to shell out every time my cooler gets stolen either. I actually take precaution against letting it get lifted in the first place. My yeti doesnt live in the bed of my truck... it only goes where it needs to go, and then it gets put away. When it is in my truck bed, it gets locked underneath my roll-n-lock cover and out of sight. Either way, I dont leave it unprotected and out sight for any length of time, but If i grab fuel or something from inside a store, I try to park where I can keep an eye on my gear. Im not paranoid, I am just cautious anywhere I go on several different aspects. Sounds like you may prefer to ALWAYS have a cooler in your truck, and that may be your style. So why spend several hundred dollars on a cooler you ask?... Because when I fish on an overnight trip that starts on a summer morning, and doesnt end untill mid or late day the following day, I cant afford not to have a cooler that will actually hold ICE during extreme temperatures for extended amounts of time. Or when I go hunt for several nights at a time, and I dont want to come out of the woods to go get ice... or anything for that matter, then a QUALITY cooler is a MUST. Whether its a YETI, an Icey Tek, or another good brand, they definitely serve a purpose and are not just fancy beer coolers to keep in the back of your truck. Igloo coolers definitely have their role, and I own a few of those also, but the YETI gets grabbed when every ice cube counts.