The food there is excellent. I'm not rich by any standard and I love shopping there because to me it is high quality. Go to a typical large grocery store deli, then go to Whole Foods deli, you can easily see which one is better.
I'm not sure where you came up with the "I feel guilty about the money I have so I'm going to spend it on foods that are healthy (or claim to be healthy, I'm not sure if you're making that connection or not)" construct. Seems like a reach.