It's true and what's more, TJ's is not even close to a one-stop grocery store. They have a few general interest items and a bunch of foods specific only/mostly to their store. Only a nutritionally deficient person could shop solely at TJ, for everyone else I know it's supplemental shopping. There is a lower limit to your wealth before you get to the point where you're in the market for supplemental groceries.

*source: I lived above a TJ's in Berkeley for a few years.