> One brilliant feature of the Costco experience is, paradoxically, the constraint: as opposed to Amazon, with its near infinite assortment, or even Walmart, which has approximately 130,000 SKUs (stock keeping units, or distinct items) in the average Supercenter, any given Costco will only hold 4,000 SKUs to choose from.

I live in Spain now and over here we have Mercadona as a "low cost market" and they do basically the same thing - limited selection of mostly in-house brands.

At first I was stlightly annoyed by it but over time it turned out that it's kinda preferred way -- indeed I waste less time hunting for The Brand and just The Item I need. And most of the time quality is on pair (or better) while costing less…