Colder. The trick is colder. But I'm with ya.I don't understand the fascination with the cups. I got a 20z tumbler (knock off brand) and I can drink on it between tasks and the last few swigs of coffee are still plenty warm enough 4-5 hours later. Would a Yeti or Stanley keep it hotter longer? Maybe, but I don't need it to stay hot longer than it will take me to drink it.