I do understand the hype! This place is definitely not for the average shopper. It's a a trend setting hipster store that's beautiful on the outside and inside. Their eateries range from pizza, sandwiches to BBQ, a big ass salad bar and some asian dining, you can't go wrong.
I'll admit, that I dont buy groceries here because they are quite expensive, but regardless still a pretty cool environment.
They also have two different juice type bars when you walk in so you've got to try both.