Granted my pic is PRIME ribeye from there but still, it was indeed prime! I do say it's always worth checking out their choice cuts too though as often they can be extremely close in quality to the prime. Sometimes they are quite a bit leaner though, and then other times the primes don't look too great at all! Typically I just look for a good looking choice cut though. I'm too cheap these days for prime.
The only places around here that have better beef than Costco are some artisanal butcher shops. Usually about 50% higher in price though. Costco choice and Costco prime is awesome quality meat.