Before I had an interest in researching a healthy diet I made poor dietary choices. I don't think the good choices are always immediately obvious. I also spent about 3x my normal time in the supermarket when I first started eating healthy. If you live somewhere with few grocery options you may have to drive pretty far. When I was a kid we commuted 40-50 miles (1hr drive) to go to a better, cheaper grocery store.
But to your original point, yeah, there are a ton of bread choices in a typical supermarket and, with few exceptions, I never buy the plastic-wrapped from the major manufacturers and buy something made in-house or otherwise locally or one of the "craft" breads from some other local company.
(The price difference isn't even that huge. It looks like a loaf of Wonder bread (stereotypical American white bread) at my local supermarket is $3.50 while better breads aren't necessarily more than $5--which isn't nothing for someone pinching pennies but isn't a huge premium either.