When I eat at home, I try to eat as much organic as possible. The butcher shop and seafood are top quality. I love the different selection of juices and organic milk. Most people don't know this but almost all orange juice and milk is ultra pasteurized. Which means they boil the liquid so hot that it eliminates all bacteria and nutrients from it. After doing so, they throw in all the flavorings (o.j.), vitamins, etc. into it. That is why orange juice tastes different even though the oranges come from the same sources. Companies are not at liberty to tell the public what exactly is in the flavorings. Whole foods has flash pasteurized milk and juice options which is pretty good in my book. (obviously getting your milk and juice straight from the sources and not through a super market container is the best, but I don't live near an organic farm to milk a cow for one and two I don't have a juicer!
As far as pricing is concerned, you pay for what you are getting. Getting all organic foods from Vons is just as expensive as Whole Foods but without the wide selection.
I'd rather pay $35 dollars for my 2 pounds of steak every week at WFM than pay half that at Walmart or Smith's.