There is some value in this article, but the author is super careless with his terms and comparisons, and his point suffers for it.<p>He wants Costco (low cost, low price, high volume, slim overall profit) and Apple (low cost, high price, medium-to-small volume, large overall profit) and Tesla (currently I believe high cost, high price, low volume, negative overall profit) to be the same, and so he constantly elides the differences.  I think that overall his point is that Costco and Apple are fundamentally about having low costs that allow them to make a different volume&#x2F;price tradeoff than their competitors, but he constantly confuses price and cost, and contradicts himself about Apple&#x27;s volume.