What does Costco have to do with Craftsman? This is a Sears exclusive, and the Craftsman guarantee is great.
...people always threadcrap and say "Costco sells hoses for $xxx." The problem with that is Costco only sells hoses a few months out of the year in some locations and if your hose breaks, you'll get money back instead of a replacement. These rubber hoses last damn near forever and the warranty is painless to get a replacement hose.
They had the Heavy-Duty Neverkink variety on sale for $15 a couple weeks ago. This isn't so hot, imho.
You're comparing apples to oranges, my friend...the rubber hose and neverkink are two totally different hoses. Maybe some people don't care and just think that a hose is a hose, but for those who are in the know, these rubber Craftsmans always win, hands down.
The NeverKink Craftsman is made by Apex. Apex used to make good NeverKink hoses, now they burst if left on for even a little while. But yes, they have a lifetime warranty....but you end up having them replace them again and again. You have to cut off the ends, take pictures and wait for a week or two for a new hose. The rubber one may be made by Apex too but it SHOULD be better than the NeverKink.