I wanted an insulated cool bag with a bit more capacity for me and my two boys than personal lunch coolers but not as large as family ones. The size was right for me and the shape was also conveniently 'square' so it was able to accomodate a lot of awkwardly sized foodstuff.
The price is extremely reasonable.
Good value and does the job. It keeps things cold for a few hours.
I've been looking for a replacement as my Laithwaites cooler bag is beyond worn and tatty. This bag is great, spacious and with a good carry strap.