> HEB operates a similar model to Costco in being more expensive to the customer in a subtle way, through desirability. Their products are so interesting and appetizing that I go in with the intention of buying $30 of groceries and leave with a $100 load.

Costco groceries are expensive because you're forced to buy in bulk. You can leave HEB with 1 tube of toothpaste or a single potato. You can't leave Costco with fewer than 5 tubes of toothpaste or several pounds of potatoes. I love Costco and imo they win in a few areas like the butcher, but HEB crushes them in the variety of desirable groceries hands down.