This thing has a built in 18v blender for grinding chum (or for you winos, mix cocktails), bait knife (ceramic fruit knife), bait cutting boards (removable plastic plates), built in night LEDs inside the cooler, wifi radio (use your 4G phone as a wireless hotspot), USB charger for phones (uses the built in 18v battery), and a few other reasonable designs.
$180 is a bit steep for a cooler this size unless you consider all the widgets to be worth it. If you do a lot of night fishing, I could see this being fairly helpful.
Menhaden goo on the rocks, anyone?