Screenshot: Camo4x4s (YouTube)

If I had $500 to spend on a cooler, I would guard that thing with my life. “NO DUDE YOU CAN’T SIT ON THAT DO YOU KNOW HOW MUCH IT COST?!” But some NRA supporters see no reason not to ruin their top-of-the-line coolers in the name of gun rights.

CNN reports that NRA supporters have taken to social media to post videos of themelves shooting or exploding their YETI coolers over a perceived slight by the brand. The controversy began last week when former president of the NRA Marion Hammer (read a recent profile of her in the New Yorker here) issued a public letter stating that “YETI has declined to do business with The NRA Foundation saying they no longer wish to be an NRA vendor, and refused to say why. ... That certainly isn’t sportsmanlike. In fact, YETI should be ashamed.”

Oh hell no, NRA supporters said, and promptly grabbed their coolers and sticks of dynamite. But YETI raced to clarify its position in a Facebook post, saying that the cooler company was merely “eliminating a group of outdated discount programs” for many organizations, one of which is the NRA. YETI says it’s offering all the organizations, including the NRA, an alternative program, and that it is not refusing to do business with the group as the NRA stated. But the cooler exploding continues, often posted with hashtags #YetiCoolerChallenge and #SupportTheNRA. It’s left me shaking my damn head over the tragic loss of insulated beer receptacles.

The latest development is that other cooler companies are trying to cash in on the outrage, obviously. AL.com reports Pelican brand quickly launched a campaign stating the company will donate $10 for every cooler sale to the NRA; and RTIC coolers now has a big-ass Second Amendment photo on its Facebook page, with 77,000 shares.

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People, don’t let these pricey coolers go to waste! Remember, there are still tragic incidents of warm beer in the world; instead, donate your cooler to the needy.