I agree that icing your catch is ideal, and I always try to bring a cooler with me if i am in my boat and planning on bonking fish. I think very few of us would dream of purchasing a fish at the market, bring it home and leave it on the counter for a few hours before putting it in he fridge. I even pick up my meat last, pack it with my frozen goods and put it in the fridge first, all of which takes an hour at best. However, like Ralph and a few others have mentioned, this just isn't always possible, especially if walking and wading. In that case you do what you can to keep the fish cool and Bryan has said what he did to do this. Either way, if Robert's intention was to educate members on proper treatment of meat, Bryan included, he went about it all wrong. Most people would not respond well to his brand of "advice". However, it is clear that he meant to "Stir the pot" and clearly was successful.