It might be a PR stunt to provoke exactly that :) If Amazon is not going to do anything crazy with Whole Foods, it's time to long more Amazon.

It might be just be the right move for the times. Increasingly, Whole Foods has been coming across as pretentious.

The last time I went in one I was confronted by an entire freezer case of renaissance mermaids basking in flowers on pizza boxes, each signaling virtue for some ecological or pseudo-science health idea.

Lidl