Walk into any big box store and you can buy a cooler for $35.
It is a plastic box. It has a lid. It holds ice. It works.
Ten feet away, or more likely in a different store entirely, there is another plastic box. Same basic job. Same basic shape.
It costs $400.
Some of the big ones cost more than $1,300.
Now, your instinct is probably one of two things. Either that is the dumbest thing you have ever heard, or you already own one and you are about to defend it.
Both reactions are reasonable. And the real story sits right in between them.
Let me show you what is actually going on.