I'll be honest, I just don't get it. When it comes to eating I do not adhere to any particular mantra or dietary restriction like vegan, organic, vegetarian, ethical, etc. If it's edible and it's within my palate's liking range then I eat it.
From that perspective this place just gets two stars. Some items were higher priced but the value added (from organic to vegan certified) would I guess justify it if you had to have it. But the items that do no fall under any of those premium-restriction value types are still just as highly priced. So it feels like 90% of their inventory is priced at a whole-store experience premium.
Their prepared meals section was marvelous, and their cut fruit section was like I had died and gone to heaven. But that's about the only two sections I probably would have been willing to open up my wallet.