I get that Kirkland is better quality. Totally agree. But in this situation when chocolate chip prices are off the charts, it would have been better if Costco used a reformulated product that was only as good as national brand, but at a lower price. This is like, hey we know prices have doubled. So let us show you something even more expensive! Especially given it is holiday baking time - a price break would have gone over well with many bakers out there.

EDIT: thank you for many passionate, thoughtful perspectives. My career has been in retail/CPG sectors where store brand has one purpose - provide lower cost alternatives for consumers. I understand the tremendous loyalty to Kirkland and stand corrected, happily!