and brands are bought out by private equity and change for the worse all the time. look at the downfall of many historically great brands/names that are no longer what they once where: pyrex vs PYREX. Craftsmen. MEC. Birkenstock. And so many more.

Costco may one day fall too but their brand is what they sell in store and they do actually seem to do due diligence (also they have the Kirkland brand)