> Something about the whole thing always registered to me as, like, lame—too normcore, too boring, perhaps even too cheugy to an informed and taste-driven millennial ur-consumer like me. The kinds of brands I like to buy aren’t what they sell at Costco Good example of how people can build identities through their brand choices and purchasing habits. It’s a foreign concept for many of us who seek out the best product…
The great thing about Costco is that everything they sell is reliably fine . Is it the best in the world? Probably not. But it's usually good. At worst it's average. When I find myself reading Consumer Reports or The Wirecutter looking for "what is the best toothbrush" it's not that I actually need the best toothbrush . I'd be perfectly happy with a good toothbrush. What I'm trying to do is avoid spending a bunch of…
You know it's decent at Costco or you can return it in a few months when it craps out.