campers? So dig a whole new borehole each time you want to use this? I've never dug a mini-mineshaft before, but isn't that prohibitive amounts of effort ?
It doesn't seem like it would be too bad. If they are in the same spot for two weeks or so then I think it might be worth it. For a week or less then a traditional cooler with dry ice seems like it would be clearly better.
The type of soil (rocky or not) would make a big difference. Though icy ground where this would work best would be the hardest to dig...
It is a pretty cool idea though, that alone could justify part of the price for some people.