The debate around Costco’s popularity has reached new heights as loyal customers rush to defend the warehouse retailer against claims it might be ‘overhyped.’ Business Insider’s recent exploration into the phenomenon reveals how Costco has cultivated a dedicated fan base that extends far beyond typical brand loyalty. With members willing to pay increasing membership fees and travel significant distances to shop at their stores, Costco has managed to create what some describe as a ‘cult-like’ following that few other retailers can match.
What makes Costco’s appeal so powerful? Customers point to the retailer’s consistent value proposition, employee treatment, and treasure-hunt shopping experience. While critics suggest the hype might exceed reality, defenders highlight Costco’s business model that combines competitive pricing with quality products and fair labor practices. The passionate response to any criticism of the brand demonstrates how Costco has transcended being merely a store to become a lifestyle choice for millions of Americans who view their membership as part of their identity.
Source: https://www.businessinsider.com/bi-today-sunday-newsletter-costco-hype-fans-respond-2025-10