Freakin’ Magnets! YETI’s New Hopper M30 Soft Cooler Looks a Lot Harder to Copy June 26, 2019 | By Sean McCoy YETI has been an innovative brand since its inception. And while it has legions of lovers and haters, most of its products have one thing in common: Brands love to create cheaper knockoffs to undercut YETI’s (expensive) price tag. The Hopper M30 may take a little longer. Here’s why.