My wife bought me one at the Arnold a few years back when they were introduced, she got it for $40 a the expo which was fine, $70, not so sure. I have the 5 meal one and I like it a lot, it easily holds 4 containers of meals (supposed to hold 5 but I use a lot of my own containers), full size shaker, I use ziplock bags for powders so I bring 6 at a time, keep oatmeal packets in there, salt, pepper, hot sauce. I have found it to be fantastic for overnight stays. When I'm only at work for the day I use a smaller lunch box.
My only issue with these bags is the cold packs, they are really flimsy and ended up tearing open on me, I found some better ones and have been using those instead and that made it even better for me.