I'll take your side of the bet. CostCo's profits will be lower than WalMart despite the fact it offers much better quality goods. The average Joe lives for the moment to satisfy their needs and could care less about tomorrow. After all that's how Americans got packed into the Housing market bubble pickle jar. I *love* Chilean wines, especially Carmenere's but they do make some awesome Cabs from Colchagua. These bargains won't last forever though just like Tyhee's share price. Smart folks know a deal when they see one and then the crowd inevitably picks up and follows the leaders.