The alternative I was envisioning was similar to what Costco does on the retail side. Nearly every other retailer aims to maximize profits from their customers.

The alternative I was envisioning was similar to what Costco does on the retail side. Nearly every other retailer aims to maximize profits from their customers. Costco tries to offer the lowest prices it possibly can. This has huge implications for how the company is structured and where it uses its energy. Imagine a tech company that focused entirely on making the user experience as good as it possibly could, rather than one trying to extract as much money as they can this quarter.