They keep selling them not because they are innovative, the best, or anything else. They keep selling them because they are masters of marketing and the use of social media in doing so. Their story is something of legend in terms of early social media marketing. So now they are outdoor Gucci (like patigonia). Anyway my only issue with them is the fact that the demand top dollar and are made mostly in China and Vietnam, which usually makes things cheaper. There are many top quality similar products for the same cost or less made in the USA (Cordova, bison, orca, canyon, grizzly, igloo, cabelas, pelican, ...). Ok, ok. I’m off my soap box now.