I can totally see your point Smallville. I think for ladies, and this is a generalization, but we like the matchy-matchy. It's fun to pull out a pretty bag from your bag that carries your lipstick, snack, etc. Plus it can be used for other outdoor activities which is nice. I am sure a cheap lunch box would work just the same but this is more a practical fashion item if that makes sense. Think of it this way, sneakers are often more comfortable then stilettos but most ladies are not going to wear sneakers with a hot dress, it's what we do for fashion.