It was $30. I've bought one that's given me good service at AutoZone (of all places) and another one at Sears that's been a pile, but it's still in use.
I think I paid $20 for the Autozone one and I've not been nice to it. It's had recovery type stuff in it forever. Sharpish, heavy things. It just split this year on my last trip to Moab. I want to find another heavy, padded type bag like that again. I haven't seen one, but I'll pay up to $50 for one.
The Sears one, I've used for 'clean' things. Electrical tools/spares and misc. things that I wanted to keep clean/dry. It worked OK in my XJ, but since I don't have a top, I need a zippable bag to keep 'clean' stuff clean.
The one I just got, has TONS of pockets of about the right size (dikes, slip joint, needle nose, electrical pliers), a place for my favorite hammers, a few screwdriver/prybar spots, a couple of pick tools and a bigger compartment I can wrap a few spare parts in and a 60 hub socket (what do I need for a 14 bolt spindle?---haven't really thought about that yet).
I'll carry a little less in this rig than in the XJ (shocker, I know). I've got a full set of ratchets/wrenches in a ChannelLock thingy. They're not uber-quality, but good enough and somewhat conveniently sized for most things on my 'Jeep'.
I've got the 'new' bag that should keep most of my other tools, and I want to keep another bag of 'spare' stuff (spare 60 spindle, bottle jack, and a bunch of misc. crap that seemed to get used a lot in the XJ--for my rig or anybody elses) in the tow rig or have a place for it in the 'Jeep' if I do a Rubicon type trail.