I used to think this, but Whole Foods sure has a lot more problem with the 'popular' part than with the 'processed' part. If you actually look at the nutritional content of some of their products, it's pretty dire. (Not so much for processed food, but my wife noticed the other day that one of their cake slices, for one slice of cake, had 1100 calories and 100 grams of sugar.)
The thing I hate is they don’t carry regular Aspirin or Tylenol, Nyquil (your usual and basic over the counter medicines) instead they carry ‘homeopathic’ whatever useless ‘natural’ ‘medicines’ & ‘supplements’
Amazon has a big opportunity there as well. They've just started their vitamin Solimo brand which is actually decent, and private-labelling generic drugs is just easy money for most retailers.