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Great point. Let's say they through in the cooler for free. Find a Bluetooth speaker, USB device charger, and a blender for $100.
Honestly, not that difficult.
Now put them together, make it waterproof, with it's own power source, and on wheels.
To compare this with a $30 Walmart plastic box makes no sense. Look below at SERE's post, he explains the need for this product. The sales numbers are also a strong indication that a market exists.
This is not a product for the backyard like a standard Coleman. Does everyone go to tailgates, the beach, or picnics? Nope, but so far 27,000 people do (it went up another 1,000 overnight).
Of course it's not the standard cooler, but you remarked that "just a cooler" is $80. You were wrong. Just a cooler, that is dependable, you can get for around $30. I said I'd easily pay $100 for this, but you start getting up to around $200 when its main use is keeping things cold, i could live without the rest. Like I said, it's a pretty sweet cooler, and it'd be great for tailgating, but pretty pricey for a cooler when I'm not positive of its durability just yet.