In my mind, that is the inhouse brand to beat in terms of high quality and good value. And it is definitely driven by consumer data, since Costco has information on what every member bought and returned.
Walmart may be soul-sucking to shop at, but their Dr. Thunder and clone colas are really good and 67 cents a 2 liter.
Their yogurt is basically as good as yoplait (orange is great), and their generic salt and vinegar kettle chips and life cereal are all great.
Supermarket clones are still pretty bad, which is surprising given what Walmart and Costco have been able to do with their market strength.