My original cooler aged out and had to be replaced, on sale rtic 40 was $132 USD. Granted, we get to use the boat 5 mos a year in Chicago and get about 1 mpg. I threw out 'cost per bag of ice' analytics a long time ago. Diversey harbor is 20 lb bag of ice delivered to the boat $8 and then a tip. That's $10 for Fri thru Sun on one bag.
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I have two RTIC coolers, one like yours and one hard, I swear the soft cooler lasts longer.
I put a flotation cushion behind it to keep it firm in place.
2018 Cherokee 39RL Land Yacht (Sorry...)