> Unless you're in a niche that people are willing to pay a margin for or serve upscale customers who also don't mind paying margins (Costco, Whole Foods, Nordstroms, Apple, etc)

Is it fair to lump Costco in with these other companies as an example of places where consumers don't mind paying higher margins?

From a quick google search on gross profit margins:

- Costco: 13%

- Nordstrom: 38%

- Apple: 38%

- Costco: 33%

Costco's is also likely skewed due to their house brand where they likely make a much higher margin than the name brands