Yeah, this is an expensive place to shop in general, but it's because of the nature of what they sell, not because they charge a lot. If you find the exact same slightly unusual packaged product at a "regular" store it will cost 25% less at Whole Foods. Local artisan cheeses cost less at Whole foods.
Soeaking of local cheese, this has one of the best cheese counters around. They are less likely to be out of in-demand cheeses like the seasonal Rush Creek Reserve, and it will be cheaper there.
I would not go there for normal shopping, it's really for less common stuff like fresh figs or dried seaweed.
Produce quality is exceptional.
The bakery, surprisingly can be really hit or miss. The baguettes can be like Wonder bread inside.