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I used to do that in the center console of rental cars...
Eh... that one's a little too hard to talk around when a smokey's got his big nose poking around in the car. I use mine when we spectate at races-- or during HPDE's.
I filled my well with stereo equipment lol didn't think about the cooler option! my car still has the plug and i check it all the time as i have some money invested in those amps. The plug clogs easy, i had a scare a while back and found a 1/2 gallon of water in the well just below the amps because it clogged. Not good.
I took mine out to prevent the spare wheel well from filling up with water, just in case I have a leak somewhere. . . (I did have a leak that filled one of the 'side saddles' back there.)