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Except that at WF you can buy high quality food, whereas Vitamin Water is soda without the carbonation. WF is a corporate machine with a good marketing operation, but in the end it's still a place where you can buy locally sourced products, minimally processed foods, and very high quality produce. Vitamin Water is none of those things. I don't get the analogy at all, save for the fact they both advertise, which puts them in company with 100% of other businesses.