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supplemental wellness plans, have been making landgrabs at big box stores. Other insurers, like Highmark in Pennsylvania, BCBS of Florida and New York's United Healthcare, have opted for their own brick and mortar outfits. members, many of whom own small businesses that don't have group health care. For Costco, which gets the lion's share of its profits from yearly membership fees, the motivation isn't big commissions, which will come under pressure from health care reform. Instead, the health care offering is an added draw to becoming a Costco member. Costco is "making very narrow margins on these plans," says Matt Arnold, a consumer analyst at Edward Jones. "But if they can identify something their members will find value in, they'll offer it just to justify signing a one year membership."The plans aren't a steal. Even with a 5% discount, the premiums are pricey compared with employee based plans, they don't cover maternity leave, and the deductibles are sky high. That's because Costco, unlike employers that cut insurance deals for their workers, isn't ponying up a guaranteed number of its members to sign up for the policies. Still, consumers may like that Costco which prides itself on striking selective high volume deals is vetting a complex product in a murky industry. "Right now, consumers trying to buy their own individual policy have a really hard time figuring out what they're getting," says Sabrina Corlette, a health policy researcher at Georgetown University. A retail front could make the daunting task of buying a health plan seem more routine. Costco members can learn about the plans