Whole foods is a bully. They're a very powerful company with substantial buying power and they flex their muscle often. Its a bit cultish, like TED. These days when you're at their stores you're likely to be asked to give to their "whole world foundation", buy the founders "book" or indoctrinate yourself in to their folds in any number of ways. Ill admit that we predominantly shop there, but we get in and out as quickly as we can. If I could find one spot to buy all the items we like other than WF, I would. I don't think WF cares about GMO, I think they see an opportunity and are seizing it. If they can make GMO free items seem like a luxory, they can command a heftier margin. It's about money and controing your supply chain. They have all the leverage when they control the message and the can steer demand.