Yeti: Durable Yet Domesticated

Any chance you own a product made by Yeti? Is there any chance you saw someone using a Yeti product yesterday? Yeti's products have been exploding all over the outdoor market for years now and have become adaptable and improved for a multitude of outdoor experiences and necessities. Yeti's marketing and selling points have been extremely effective and appealing to consumers everywhere, even ones who are not near the outdoors at all. Is it possible for a product to be sold so efficiently that its original purpose is being sort of "domesticated"? I'm starting to feel that way about Yeti and other immensely popular outdoor brands, is this what capitalism results in?

Yeti's pitch is "We make gear that holds you stay out longer, travel further, and live harder". Yes, this is very broad and general to contextualize the usage of Yeti products, but their Instagram says otherwise. 

Yeti's Instagram posts instill this element of adventure and exploration. They show people in natural elements and landscapes that utilize their products for whatever context that they are in. Yeti has done a phenomenal job listening to their consumer base for improvements on product designs, larger or smaller sizes of products, as well as further developments of existing products or needs. 

Though it appears that Yeti is selling to a predominantly older and more outdoor driven demographic, that is not necessarily the case for these products. Yeti and other outdoor sellers like L.L. Bean and Patagonia are seen more suburban schools, malls and cities than the true outdoors. Why is that? Have these brands become so desensitized to their original purpose and simply become a commodity by the everyday person? Am I just being super critical?

Do you know of any brands that are consumed like this? Do you agree with me about the manner in which these outdoor brands are being consumed? Comment your thoughts!