I have on the shelf next to my PC an old orange ceramic coffee cup. It is faded and blemished. It is the only thing I requested of my father-in-law's estate after he died.
When Kathy and I would visit during hunting season, my FNL, who was in ill health from decades of smoking, would always get up before I arose at 4:30 to go hunting.
He would have a good breakfast ready and a pot of coffee waiting. It was his way of participating with me. He did not do this for his own sons when I wasn't there, but always did for me and his sons if they were there when I was. I always used this cup on those mornings. It is a remembrance to me of the man.
You would probably think me foolish for the amount of money I would decline to sell this old cup for. It's worth or value to me is determined solely by me. It would not be worth it to anyone else in the world, but don't try to tell me it isn't "worth it."
A lot of people think the YETI mug is "worth it", and to them it is, even if some of it's worth for them comes from a feeling of exclusiveness that they wouldn't get from the Ozark trail mug. I myself wouldn't dream of buying one, because I would get no warm fuzzies from owning it. But that's me, and I in no way impune them for having one.