Bargain Foods

I was just at Whole Foods and they seem to have a new campaign to go with this "new economy." There are signs saying how their stuff is such a bargain, and instead of something about the season we're currently in or an admonition to "go local," the bags now say "I just got more of the good stuff for less." I'm not sure what world Whole Foods is living in, but in my world, it's not the store you go to when you want stuff for less...