Eugene has no shortage of high-end, high priced markets.  The competition is pretty tough and Whole Foods will have to have competitive pricing to be successful.  The location is interesting and the store seems a bit much for student demographics (unless those students have more $$$ than I did as a student a few years back..like 50)   The high-end food market is not an "ever-expanding" one so they will have to secure their business at the expense of the other markets in town.  It will be interesting to see how this plays out.  I've shopped in a Whole Foods in Porland and they are impressive stores.  I wish them luck.