An award-winning prize. The air is damp and sweat drips from your brow as you wipe it away with your aching forearm. The elation of the catch is sweet. Too weak to inquire, you take a few pleasurable sips and begin preparing yourself for the long journey back to shore. The puffins look like small, colorful buoys as they play in the wake of your chartered boat.
Life is good.
Then, suddenly, you realize with horror that you've left your life-sustaining amber liquid out in the broiling sun for more than an hour while you admired your catch. Still thirsty, and in addition upset that your drink will now be warm and scarcely palatable, you reluctantly purse your lips for another sip. Your tongue is shocked by the still-icy fresh fizz from the container. That can cooler really works. Those wobbly little koozies will no longer do for this fisherman.