What is a hipster? Look at this fucking hipster...

Actually it's worse than that. I remember a cover-story from the Evening Standard, the CEO of Whole Foods had a Gerald Ratner moment, owning up to them not giving a shit to 'ethical, fair-trade' produce as claimed, and all their stock was regulation gear, same as everywhere but twice the price.

Good sausages though.

Nah, he blogged under a fake identity that the main competitor (Wild Oats) was a bunch of donkeys or something like that, WF's stuff is legit, or at least was, I've been in the distribution center