The draw imo is the following: you try to find e.g. a tortilla at 'average big chain supermarket' without any hydrogenated oils, and it's going to take 20 minutes of reading ingredients, and even then maybe there just aren't any. At Trader Joe- the standard tortilla (i.e. the trader joe brand tortilla) is made of basically the same ingredients you would use if you made it at home, and the price is reasonable. Whole foods is like a version of that, but rather than having everything be 'whole foods' brand, it's a bunch of fancy hipster brands. Sprouts is like that but with a very large selection of fruits and vegetables of usually higher quality than you can find at your standard grocery.