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By midday Wednesday the Huntington Beach Costco was slammed with shoppers loading up on bulk items and purchasing gas for $4.29 a gallon — a ten-cent-per-gallon savings compared with nearby name-brand stations.

Those other hosts have name-brand recognition, but they aren’t buoyed by an ecosystem that gives weight and relevance to Megyn Kelly or Joe Rogan.

To go on their websites is to be overwhelmed by shady characters trying to drain money from you in unsavory ways, from catfishing accounts to the systematic replacement of name-brand products with knockoffs with names like Jzzzacha or Meamoer.

In many categories, name-brand products are priced similarly — or even lower — than store brands, giving shoppers flexibility.

Discovery CEO and president David Zaslav has accomplished this decade may be his rapid transformation from relatively little-known network executive to name-brand villain of the culture.