Comment by midtake
15 hours ago
To add to your point: Someone should let the author know that considering oneself informed and taste-driven is itself cheugy. The performative aspect is the essence of cheug. So I hope he was being ironic.
Costco itself, in a way, is a sort of Wittgenstein's ladder, or Wittgenstein's warehouse, because eventually you realize that everything sold under the Kirkland label is just a de-badged top brand. If you still reach for brand names for staple goods at Costco knowing full well the Kirkland product is either the same or superior, then you know that the shadows of brand names still haunt you and occlude your sight. When you are able to escape these shadows and see the sun, then you are free.
I also find it funny that many of the people who look down on Costco rave about Trader Joe's and find it cool -- even though, like Kirkland, Trader Joe's products are mostly de-badged brands as well.
While true concerning the quality of Kirkland brand, sometimes there are still differences that can matter. I love the Kirkland bacon but they don't sell a thick cut version (at least at my Costco) so sometimes I buy the "brand name" instead.
That's interesting. Where I live, the thing that sticks out in my mind the most about buying Kirkland bacon from Costco, is how ridiculously thick-cut it is. It's literally the thickest bacon I've ever encountered lol
You are correct, I may have exaggerated a bit.