In the old days, there was but one 12v freezer/fridge on the market--an ARB. It was priced like all ARB products, too (read: expensive). But now there are numerous brands and the prices have softened a bit. Dometic, Whynter, etc offered similar quality for a little less coin.
Going even further, now there are knock-off brands for significantly less money. Example: I recently learned that Costco carries a brand called Massimo. They have three sizes, and they cost around $300-$350 depending which one you choose. (They were all on sale for less than that, but I'm told the extra discount just expired.) At that price, there is absolutely no reason to deal with trying to keep your food fresh with ice.