It's a dual purpose bag. Run it as a camera bag with its padded dividers that can hold a DSLR and a lens and other small accessories. The side pockets fit an iPhone and an iPad perfectly and the 3 way strap system ensures you can ride a bike or a skateboard without it flopping all over the place. When you feel like partying, take the padded insert out and it's a perfect soft sided cooler sized to hold a six pack or your lunch along with some blue icy packs you can get at any grocery store.
Please note that this bag is not entirely waterproof/tight and is not intended to be used with both electronics and liquids/food at the same time.