The idea of discount generic prescriptions is not a new idea. K-Mart pioneered the idea about two years before Wal-Mart even got in the game. Once these discounts started taking place, people started asking their doctors for the cheap prescriptions. Costco is one of the few businesses that did not generate huge revenue from massive markups on prescription drugs, even before this discount trend began. So why go for the name brand stuff when you can get the generics for so much less? If your doctor is telling you that your prescription costs a bunch, tell him you want the generic stuff.