I bought one of these a while ago and liked it so much I bought a second one so I could spin it. I usually wet mine, gently squeeze out the excess water, put it in a small zip-lock bag and toss it in the freezer for a bit. It keeps me cool during the 40 minute drive in the summer heat here in Northern Virginia. As soon as I get to work I just repeat the process and it's ready to go home. When you do this, it might seem a bit too cold at first, but only give it about 3 or 4 minutes and it will be perfect. Pair this with the Cooldana or one of the similarly cooling neck tapes available here at Revain and you're in for summer riding fun. FWIW, I also have a Fieldsheer cooling vest, but it's quite difficult to use while commuting. It's great for weekends and touring. I'm usually happy with just using a hat and scarf every day. Now I'm just waiting for them to release Hyperkewl briefs :-)
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