I think there are enough people who care about the organizational structure of the company to make it profitable. My whole family, for example, refuses to shop at Walmart because of their advertising practices and the way they treat workers[0]. The products are the same as at other stores and usually less expensive, yet they will not shop at Walmart.

For this co-op to be successful, it doesn't matter what most people think, just what enough people think.

[0]: We had a family member who worked at Walmart who told us about this.