It's a bit gimmicky, but I can imagine a market for it, especially among those who like gadgets. Tailgate parties, frat boys, etc.

Agree. I have an esky that I use a few times a year. I have never wished for compartments, a blender, a speaker or anything like that. I just wish it could fit a bottle of champagne standing vertically.

It strikes me as something that will do a lot of things poorly, rather than a few things really well. I want a cooler that's big, waterproof, has wheels and strong handles. If I want music, or for some reason a blender, I'd much rather have dedicated appliances. Weak/cheap blenders are terrible, basically anything less than $100 winds up being more frustrating than useful. I can't imagine that the battery powered DC blender in this cooler is going to be a winner.

In his prototype he used an 18v angle grinder, which I think would do a decent job blending. Given the blender setup seems to be one of the key features, I think more of the feature budget will go towards the blender. If they upgrade to a higher rpm motor for production, I believe it would be sufficient for making drinks.

Prototype build: http://www.instructables.com/id/Cooler-with-Blender-and-Blue...

Go to a traditional store and look at coolers. They're all terrible.

People that use coolers need them waterproof with bottle openers, or expect to haul them long distances with children. It's the market of parents who drink beer near water.