I believe that top quality ingredients will be strictly reserved for better restaurants and home cooks that are willing to pay for it. There just is not possibl

I believe that top quality ingredients will be strictly reserved for better restaurants and home cooks that are willing to pay for it. There just is not possible production capacity for this level of ingredient that the common person can freely buy which is what Amazons strategy is here. They can make a splash by lowering the price of a few ingredients with shocking price tags, like avocados. But will be impossible due to supply lines and cost of production for Amazon to turn Whole Foods into a high end merchant of top quality ingredients while maintaining any kind of margin. If they want to play the Amazon loss game they can for awhile but eventually when a financial crisis hits and they have to rely on cash reserves, this cash poor company relative to their peers will be in trouble. VC's subsidize Uber rides. Amazon investors subsidize these types of ventures. For now.