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I got the email as well. $220 for an insulated travel mug with Defender written on it is completely ridiculous. I can get the same thing at Walmart for $10. Reminds me of an old episode of Top Gear when they had a bunch of automotive-branded garbage on the news segment and all they did was complain that everything is expensive because of the branding.
Clarkson said: "See this? It is a plate of sick. Now it is utterly worthless. But if I just pop a BMW badge on it, £13.80."
To be fair it’s more than just an insulated mug. “Our smart heated travel mug allows you to set an exact drinking temperature and keeps it there for up to 3 hours, so your coffee is never too hot, or too cold.“. Would I spend $200+ on an adjustable temperature coffee mug? No. But it does help explain the pricing.
I saw this at the dealership once and balked at the price until I read what it actually was. It is not for me, but LR owners certainly are the target audience for an ultra lux coffee mug.