NEW REALITIES.

Remember when conservatives considered Costco as American as cheeseburgers and credit default swaps? Some, like Reihan Salam and Ross Douthat, preferred Sam's Club, but I assume that was for onomatopoetic reasons -- the basic idea was, large stores selling large lots at large discounts was what excited the Common Man and that was what conservatism was all about. (Rick Santorum tried to split the difference in his last Witchfinder General campaign by calling his chosen people "Sam's Club and Costco folks.")

National Review writers certainly knew the metaphoric weight of Costco. Back in the old days, NROniks like Jennifer Graham sneered at a feminist who didn't want to have kids and wind up shopping at Costco; Shannen Coffin piled on, "Costco would have been Bloomingdales to us back" when she was potential abortion fodder. Carrie Lukas defended the chain against claims of gender discrimination by its female employees, Greg Pollowitz cheered its resistance to foofy electric cars, etc.

It was a valuable signifier. In 2004 Larry Kudlow protested John Kerry's NAFTA stance as "trade protectionism" that "undermines the living standards of the near 135 million Americans who shop at Wal-Mart, Kmart, Costco, Target, Home Depot, and Best Buy."

This schtick persisted into the early Obama era. In 2009 NR's Jim Powell added Costco to the honor roll of big companies "in Obama’s crosshairs" for high socialist taxation. Wingnut bottom feeders announced that Americans "are buying physical gold and silver in an attempt to shelter themselves when the U.S. dollar becomes worthless. Now retail giant Costco is getting in on the action by selling survival kits of dehydrated food in preparation for Obamageddon." Mitt and Ann Romney went shopping at Costco and gushed about all the stuff they'd bought and would keep in a shed till the election was over and they could quietly get rid of it.

But this week, National Review's Alec Torres headlines,

Costco: The Arugula of Chain Stores

Arugula -- the most dreaded of conservative curse-words! Their membership fees are apparently elitist: Costco, Torres has discovered, "is largely found in middle-class and affluent communities, where residents can afford to front $55 to $110 before purchasing a single item."

What happened? The answer's in Torres' subhed:

Obama's choice for shopping is great if you don't know any non-rich non-liberals

Since the President and others started pointing out that Costco pays its workers okay and still makes money, and wingnuts have had to devote precious propaganda resources to explaining why we can't let that kind of thing get out of hand, the company has apparently lost its cred with the community.

I look forward to the 2016 speeches when Republicans are instructed to refer to real Americans who only shop at dollar stores, Rent-a-Centers, and payday loan outfits.

UPDATE. Chris Walker from 2nd Vote -- the "revolutionary new app that keeps your spending aligned with your conservative values" -- writes, "2nd Vote classifies Costco as 'Passively Liberal' but, after taking a second look at Costco’s CEO activism, it is safe to say we will be updating their score and moving them into the 'Actively Liberal' category." Gasp! From the boards at Free Republic, though, it appears the brethren are already enlightened to Costco's econotreason; I assume they'll just shop there on the down-low.