What a load of BS. Cutting a couple dozen prices is hardly indicative of a new direction. The truth is that Amazon quit competing on price a long time ago. It has been a long time since I couldn't find a better deal at a brick and mortar store than from Amazon. Sprouts kicks Whole Paycheck's tail end day in and day out on produce and meat. And I 'm not talking nickels and dimes - more like 50% or more cheaper. Amazon bought Whole Paycheck because they figure WF's customers are suckers and will be willing to pay even more for home delivery of groceries.