Its all hypothetical but remember they have literally unlimited access to our analytics including name and age and we pay them for the privilege.

If their marketing and research people have concluded that if they up membership $10 annually from 130,000,000 members, lose 1000000 people who have decided that the price hike is just too much, take the 1.2 Billion in extra funds and pump it back into making bread, milk and eggs significantly cheaper to get more people doing their weekly shop there that they will make 2.9 billion more on impulse purchasing they will do that.

Corporations gonna corporation, its on consumers to not be dumb fucks.