Whole Foods customers did expect to receive "premium" food at a premium price, but even the richest of them were starting to notice that it was so significantly

Whole Foods customers did expect to receive "premium" food at a premium price, but even the richest of them were starting to notice that it was so significantly higher that they would shop elsewhere for at least some of it. Lowering the prices to the point where they are still higher than everyone else but not godlike is a return to the premium feel. Tech analogy: Apple's stuff truly is much more expensive than most other stuff, but not so expensive that it's completely out of reach for upper to middle class incomes.