Haven't read the piece yet, but I definitely will - for a long time I would like to understand why people are so enamored with Costco. I recently joined because they have some good food that is hard or more expensive to find elsewhere, but that's about it. To me it's just a store. Outside of the US/Canada I've never seen people evangelize a store so much.
For me, it’s a modern equivalent of the soviet stores. There is no 10 kinds of everything, but the ones available are guaranteed to be fairly good quality and at an affordable price. Speaking more modern, it saves the mental effort of researching choices. Need something? Check Costco, buy if there, done. Of course there are negatives associated with them, too.
I bought into the hype and got a Costco membership a few years back. One of the first things I went looking for was whole bean coffee (Peet's xmas roast). The local Costco had a bunch of coffee from Starbucks and Peets (meh quality to start) but only the painfully dark roasts and all of it was ground. Pre-ground coffee in bulk has a pretty limited use case (and relatively short shelf life).
Fast forward to last week and I went looking for a new fridge at Costco dot com. They prominently featured LG (ugh) and Samsung refrigerators. While some LG models seem to review pretty well I've never seen anyone say anything positive about Samsung, their service, or the serviceability of their appliances. I'm in the middle of dealing with a defective LG fridge and that's about the nicest thing I can say about LG's warranty and customer support.
Costco may have a permissive return policy and decent customer support but I would never blindly buy something without doing a bit of research just because it's at Costco. Especially with a big ticket item like a fridge I'd rather use my Amex anyhow.