Some time ago I came upon a copy of the MIT student newsletter/magazine.In it was a feature article by an MIT student speaking of her visit to a Whole Foods market in her hometown (IIRC it was Austin,TX).Long story short...pointing out numerous things to back up her conclusion she stated that in her opinion shoppers there weren't concerned about health but,rather,shopped there as a display of affluence.
IMO she was right in target.
I once lived in Seattle and Whole Foods was the closes grocery store to me. I did appreciate the quality of the meat/seafood counter as well as being able to get things other stores just didn’t carry. That being said, hands down the most expensive place to shop. I’d go to a normal chain or Trader Joes for better bang for the buck on staples.