I already address this in my earlier comment, there is an obvious distinction between urban and rural locations. If you're not paying more for your shopping in

I already address this in my earlier comment, there is an obvious distinction between urban and rural locations. If you're not paying more for your shopping in an urban location then this is almost always going to be because the costs are amortized over all the stores in a chain. There is no free lunch, someone ends up paying more than they should somewhere.