I like Sprouts because I feel like I am avoiding Monsanto food and a lot of the bio-engineered products you get at the big grocery stores. I love it because its small and basic. The only complaint I have is that its really busy most of the time but that's indicative of high quality.
The prices are a bit more expensive than Fry's or Safeway but less than Whole Foods. I think Sprouts strikes the fine balance between economical and quality. I only hope the quality stays the same as they expand nationally. Sprouts business model is centered around smaller stores, higher quality food and it obviously works, just walk in on any given day and the store is filled with people looking for healthier, organic foods.