They bought Whole Paycheck because they want to appear "upscale" and totally organic, w/no GMO and gluten free to appeal to the food snobs of the younger generation. They are looking to the future, and the future is them. Just my take on this. I really don't care why they bought WF since we rarely shop there except for certain items. The worst steak we ever bought was from there. They definitely will not rule the grocery business. Too many players.