My dad used to disappear from his office for an hour or so at a time, and he never told anyone where he was going. It was a company and family mystery for years until he finally told us that he liked to go to Costco, order a hot dog, and just watch how the business worked. Apparently, he wasn’t dining alone. If it were considered a restaurant, “Costco would be number 11 on the list of the biggest pizzerias in the U.S., just ahead of Round Table.” And one of their best ways to get you to buy lunch and a whole lot more is through the psychology of samples. (Of course, my dad probably could have told you that.)