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The man was ignorant of how cold it really was. It was his first winter there, and he believed himself invincible. Warnings had no effect on him; he had a plan in his mind and believed himself capable of making it to his destination in a certain amount of time. He hadn't figured on the detours that would be his death.
To Build a Fire
The above answer is true and the man didn't know the number of the degrees below zero so didn't give it the weight he should have. Silly but true.