The costco winch is a Champion. I bought one of the 8000# winches about 6 months ago, and it was 399 then. It is much better then not having a winch on your truck, and while it is slightly lacking in power, they do pull very hard.
The biggest problem with them is they heat up fast, don't run it for any longer then a minute, without giving it another minute to cool down.
The Universal Plate that it comes with is only universal after you drill out your own holes.
It's all a matter of Cost. If the Champion is the only thing affordable, buy it. It's better then not having one.
If I were to buy again, I'd just hold off and shell out for a better winch. Although I'm somewhat happy with the Champion, I won't be replacing it with another one.