I've been shopping at Whole Foods in Madison for over 10 years now, and have always found it a very pleasant place. Their prices are not always the lowest, but since they often carry items (organic, ethnic, health etc.) not commonly available at other places, such comparisons are not always relevant. Staff is more helpful than most stores, and the overall experience is very positive. I particularly like the bakery, which might be the best in town. They also have a good selection of cheeses. I don't frequent the deli much but it seems fairly good for variety at least.