Whole foods seems to have an identity crisis going on here. On one hand it comes across as an AJs wanna be (including the hefty prices). On the other hand it seems to want to serve the Sunflower Market/Sprouts Market crowd (but the prices at Whole Foods are just to high to compete).
I come here frequently, but purchase very little. I usually end up leaving here and going to Sunflower or Sprouts. The food is definitely healthier than a regular grocery store, but my purse cannot bear the burden of the AJ style prices.