Yeah, bought a membership on sale for $49. Saw it on Black Friday for $19.I joined HyVee's super dooper membership and honestly I love it. Lots of free schiz and less insanity than Costco.
For that we get free delivery. We can casually order groceries in the morning and have them delivered to our door in the afternoon.
Hy Vee doesn't compete on price, and sadly I don't shop for price. I shop for convenience and selection.
It seems that Hy Veen blew out all the competition in my area a couple of decades ago, but there are many solid options now. But, my habits are hard to change - I don't really like looking around for the best price on an item somewhere else.