If 1) Amazon let me buy the groceries online and pick them up at the store and 2) started carrying "normal" brands, they would have my business. I don't want to pay $8 for a gallon of milk, and I don't want to see a sign that asks me to let the cashier know if I'd like the conveyor belt wiped clean in order to preserve the organic integrity of my produce.
Basically, just get rid of the attitude where you expect someone to pay $6 for asparagus in water, and we're good. (https://www.eater.com/2015/8/3/9090797/whole-foods-asparagus...)