I bought a Chill Bag. No, not because my nick name is Chill but because I really like the "lay out" of the bag. It's handy, nice and wide so it doesn't fall over on the boat, straps down good on the golfcart. The flip top lid works great for me. I put all my slipbobberminner stuff in there. Since I'm hung up more than not, the easy access for hooks, corks etc. works good for me. I use 2 boxes for tubes, jigs, heads etc. and the other two for cranks. There is plenty of room for me but I can see where it wouldn't be enough space for the more experienced fisherman.
At first I thought "cool, a cooler in my tackle box!" but then the realization came that it only holds six beers. And six beers just p's me off.
I pack water, gatorade, beer and food so I still take another cooler on the boat. But I'm sure the small cooler is perfect for "normal" people.
Oh yeah, and the first time I open the bag/box lid all the way and forget to make sure the flip top is snapped shut and all my stuff falls out, I might rethink my ChillBag.