My strategy is to build up an immunity by going often.  You don't get gaga-eyed when you're used to seeing those things.  I buy a fair amount of food there and am pleased at how much of it is Canadian including local fruit and veg.  With the exec mbrshp, you get 2% of your annual purchases mailed back in a cheque and if you haven't spent enough to cover the additional cost of the exec mbrshp, costco will refund the difference (you need to ask).  They pay their employees fairly and I believe have good benefits.  Their return policy is outstanding.  If you use restraint, what's not to like?