Edit: For example, in order to opt out without a membership you need to provide your street address.

> If Costco passes this revenue down to consumers

If they explicitly offered to pay people cash to track them, uptake would be nowhere near 100%. And this isn’t even as good as that, since as you say the payment would only be in the form of coupons which may or may not materialize.

actually most people DO care, but businesses purposefully have added enough friction so that the common person gives up.

The general consumer will note that Costco wants their money.