The Costco theory of the internet · Westenberg.
Business, Finance & Industries · May 28, 2026
Membership-style, recurring-revenue models (exemplified by Costco) create durable loyalty by formalizing reciprocal accountability—an annual-fee contract and renewal pressure keep standards high and reduce decision fatigue, turning the provider into everyday infrastructure—so businesses should prioritize sustained simplicity and curation over feature bloat or engagement-driven compromises.
The Costco theory of the internet · Westenberg.
Business, Finance & Industries · May 28, 2026
Digital competition has shifted from maximizing access to minimizing users' cognitive load and restoring trust, because the internet's abundance model now offloads verification onto customers—so businesses that remove evaluation burden (rather than just add options) can command premium pricing.
The Costco theory of the internet · Westenberg.
Business, Finance & Industries · May 28, 2026
The text proposes a 'higher floor' competitive model—exemplified by Costco—where trusted operators enforce narrower assortments, visible standards, and accountability (even rejecting revenue) to reduce fraud and choice overload and thereby build real trust that branding alone cannot replicate.
The Costco theory of the internet · Westenberg.
Business, Finance & Industries · May 28, 2026
AI-driven near-zero-cost production floods supply and lowers average trustworthiness, shifting scarcity from creation to selection and favoring curators who can credibly enforce high standards while exposing performative AI-layer marketplaces that don’t bear real costs to protect quality.