Why/How/did you realize Costco's popularity in most conversations these days?

I know, interesting question huh? Nope. More like a, eh who cares about Costco. Well, I think it has reasonable prices for food,electronics, clothing, and many more things compared to other stores. Well, I was told by a friend, and just recently realized how Costco has made its way into most of our conversations.
-“Oh Barbara, I just LOVE these cold cuts!” “Well, I got them at COSTCO!”
-“You know, I’m going to a wedding today, and I am hosting the after party.” “Oh, you don’t say! Why don’t you go to COSTCO for a great fresh and good tasting cake baked right there in the kitchens.”
-“Gee whiz! I need to buy some winter clothes! (or gosh! where can I buy a new phone for the house, or let’s find some Christmas presents[...a little late for that but it’s just an example]) “Oh, why don’t you go to COSTCO!”

Have you realized this too? Has it been happening to you lately? Because it sure has happened to me!