I'm late to the party, but this is still brilliant: https://www.joanwestenberg.com/the-costco-theory-of-the-internet/

The Costco theory of the internet
At FedMart, the discount chain Sol Price built in 1950s San Diego, you could buy a can of WD-40 in one size, the big one, and that was the end of the conversation. Anyone who wanted the small can went without. Price called it the intelligent loss of sales: carry

