I've never actually bought anything from Whole Foods, but I do on occasion make some time to walk around there, just to watch how powerful identity-marketing is. People who shop there seem to really have invested themselves in it: food shopping is for them something like a social event. Whole Foods is where they meet up with their friends, hang out, bring their kids, and so on.
Anyway, last night I overheard a woman, a 2008 equivalent of a yuppie (someone please coin a word for this new breed), saying to whoever was on the other end of her cellphone, "Yeah... I'm at Whole Foods. Where are you? Ok. They're giving out wheat grass shots tonight.... They taste like poo." Yet she continued drinking.