Last year I was obsessed with Trader Joe's. This was partially due to the fact there was one on my commute home from work and when traffic was bad, or when I was depressed about how boring my job was, I would stop at Trader Joe's for some retail therapy. Since starting grad school and not passing by the store as frequently, I've been shopping more and more at Whole Foods. Well, I went to Trader Joe's a day or two ago, and it seems like they've made a real push to emphasize their low prices. I guess the gourmet/natural food market is getting pretty crowded with Whole Foods becoming more mainstream and grocery stores offering higher quality fare. Looking at the people in line at the Trader Joe's I was shopping at, it didn't seem like the majority of customers were there primarily for the low prices. I overheard one woman ask an employee if they sold iceberg lettuce and he responded no, and that Trader Joe's only carries things that are "cool" and/or that can be sold at a significant discount. Apparently iceberg lettuce is a "give away" item in supermarkets with practically no margin. I understand that with limit space Trader Joe's has to be selective with what they sell, but I think there is something to be said for having a selection of the most frequently purchased foods so your customers don't have to also shop elsewhere (and develop brand loyalty etc.). I would have called it sacrilege at this time last year, but I have to admit that I now prefer Whole Foods. I think we're planning a trip to Trader Joe's later today so I can get another taste.