This is JMO, but i think that the gel would make the vest hotter towards the summer months. Kind of like the camel back backpack with the water bag. Between the weather and your body heat, after a couple hours it starts getting warm.
Also, alot of people buy their vest on looks. Just like on ebay, you have no way of knowing exactly how the vest fit, how hot the vest will be, or the quality of the vest. You are buying by what you read and see. If i were looking for a vest, i would not pick this one because like uglydog said, it has a sloppy fit. I think the vest should fit snug, and mainly need to be broke in around the leg and neck areas. And it looks hot and allows minimal movement. My observations are all based on the LOOKS of the vest. It may be the best vest ever made, but it doesnt LOOK like it. JMO