It seems to be aiming for both the customers of Whole Foods and Trader Joe's, but it ends up pleasing neither. The selection is not terribly wide. Given its proximity to PenMac, its tiny cheese section felt embarrassingly pathetic. Its price doesn't seem to be competitve either. Data point from Feb. 2009: its half gallon organic milk was actually $1 more than the same product at Whole Foods. The store still seems to be setting up -- spacious to the point of feeling desolate.