Costco just put out one of the best mass market olive oils ever, made from DNA-tracked Tuscan olives at $13/L Meanwhile Italian bottlers are selling Spanish and Tunisian oil counting on consumers thinking it's Italian. 
Let's face it, in this case Costco out-italianed the Italians. They didn't need to do this. No offence, but it's rje US. They could have put far less care into this and they stil would have sold loads.
I think this is really an investment in market development. They want to TEACH their members what great oil tastes like, so they will never buy another.
It's really this kind of play that reminds us how good capitalism can be if they keep the big picture in mind, and don't focus on screwing an extra $3.25 out of each customer.
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