It's interesting that after selling to Whole Foods, Bread & Circus' founders started Harnett's, a small-scale, intimate retailer of homeopathic and natural health products. This back-to-basics move seems to be typical of an entrepreneur who's previous venture lost it's intended focus. (Harnett's has since gone under, but that's irrelevant to what I'm trying to say.) Despite what you read about Whole Foods' positive effects on the product proliferation and quality of natural foodstuffs, maybe the industry's early entrepreneurs don't share the vision. As we all know, early movers aren't always the best rewarded, but they're generally the best intentioned!