Seems like a good price for the this cooler. Similar backpack coolers are usually priced around $50-$80.
Felix-9 » deal and competition votes
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tomtoc Slim & Elegant Laptop Shoulder Bag for 13-14 Inch MacBook $51.09 + Delivery ($0 with Prime/ $59 Spend) @ tomtoc Amazon AU (Deal doesn't meet Amazon AU posting guidelines)
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tomtoc 13inch MacBook Pro Sleeve $33.59 + Delivery ($0 with Prime/ $59 Spend) @ tomtocDirect Amazon AU (Deal doesn't meet Amazon AU posting guidelines)