You have to love the convenience of a healthy food store right near the mall. In the PV area, everyone goes to this mall and/or the many stores that satellite around it. So it's always convenient to go. And the idea of healthy convenient food - that costs a ton less than Pretentious Healthy Food-Mart down the street (...Cough - Whole Foods - Cough...)
Super produce selection. Great selection of vitamins and supplements (though I'm still a Trader Joe's girl for these things). They also have a nice selection of alt-diet foods. I've seen South Beach stuff here and they have just about the full Atkins line of products. Not bad at all. And as expensive as those products can be, they aren't too bad here.
But in the end - it's pretty hard to beat this location. Suburban enough to have a laid back feel, but in the middle of a big shopping area so they have a great selection.
Oh yea, and my brother worked there years ago. And we both still shop there. And isn't that always a good sign?