I was able to get an RTIC 45 for around $120 last year, and I have to say that it was definitely worth the $120--it is bombproof and keeps the ice for 2-3 days without issue.
I had been thinking about getting the RTIC 30 soft cooler, because the 45 is almost too damn big and heavy to have in the drift boat (though it is good to stand on from time to time for spotting). They want $130 for it, and while it is definitely lighter, it's still a cube and thus would take up more space than I want to sacrifice.
So I walk into Marshall's on Sunday, looking to buy some socks, and what do I see in the front of the store? The YETI Hopper 30, which usually retails for $349 (yes, $349!), marked down to $199. Apparently, there is now a Hopper II, which is $349, so now the regular Hoppers are "last year's fashion" and Marshall's got some. So, if you're looking for the Hopper, go to your Marshall's and see if they have some there. For $199, it's still a lot of money, but I don't know of anyone else making a cooler of that shape and size, so the price may be right for you.