I used to be a member of Sam's Club -- not because I valued their service or their products, or even their prices, but mostly because they were less than a mile away. They were inexpensive, and I could get a pool-sized vat of Miracle Whip, but much like their older brother Wal-Mart, I had the palpable sensation that they didn't care if I wanted to shop there, but that I spent money on their cheap stuff. Quantity not quality; profits and markup -- that's all that mattered.

Hating Wal-Mart is a full time job for many people, and some of it is merited, and I frankly don't know enough to make an informed commentary. For some time I've (we've) been shopping at Costco; and for all intents and purposes is Sam's Club #2 (or the Target of warehouse shopping). Rather than feeling like I was just another body to help their profit margins, I felt that they cared about me, about their products, about their products. Not only that, but I actually saw the same employee's there, for months on end.

Reading a recent New York Times article on Costco confirms why I love them so much. Employee's are paid well -- $17 an hour. Health benefits (employees paying only 8% of their health coverage) They only mark-up items 15-16%. Costco is a company with heart and purpose. And Wall Street thinks its a disaster. Why? Because they aren't making enough. Because they pay their employees too much. Because they offer too much in benefits. Too much. A good thing -- caring, values -- are too much.

But it is the customer, more than the competition, that keeps Mr. Sinegal's attention. "We're very good merchants, and we offer value," he said. "The traditional retailer will say: 'I'm selling this for $10. I wonder whether I can get $10.50 or $11.' We say: 'We're selling it for $9. How do we get it down to $8?' We understand that our members don't come and shop with us because of the fancy window displays or the Santa Claus or the piano player. They come and shop with us because we offer great values."

So, as Costco's share values rise 25% per year (and Wal Mart/Sam's Club drop about 5% a year), perhaps its time corporations begin to think about more than numbers.