Cool, but why?

Designer Ralph Lauren is apparently putting heating units in the coats to be worn by our winter Olympic team in Korea.  Now this is cool technology, to be sure, but as one who routinely copes with single digit temperatures (and lower), I just have to ask whatever happened to the notion of dressing adequately for the weather.  You know, below 30 degrees you wear a coat, below ten you put a nice heavy sweater below it and wear wool/insulated pants and Sorels, stuff like that. 


I'm also torn about the design, as it looks, really, like a slightly better fitting version of what one could get at Target or Wal-Mart.  We don't need to go to Queen Elizabeth II's couturers, but could we please get something that shows a bit of class?