While many companies have made it their raison d'etre to turn ordinary outdoor gear into coveted status symbols, few have done with as much success as Austin, Texas-based Yeti. The contrast between the plain, utilitarian objects and the extensive Yeti re-engineering of them is so extreme that it almost verges on parody. It's hard to imagine paying $350 for a cooler when my Igloo has lasted for almost fifteen years. Yeti also sells a high-end bucket. Now, listen, I have many buckets.

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