>If Amazon makes good on their third principle, "Invent and Simplify", they'll fund lower prices with higher efficiency and greatly expand the number of people who can afford WF quality.

This is nonsense. Whole Foods made a killing by convincing consumers that what they are buying is somehow magically "better" than regular grocery store items with clever marketing and presentation creating a false dichotomy between "natural" food and the rest. I've yet to see a single shred of evidence to back this up. I'd expect Amazon to do nothing less.