Why does eating healthy cost so much more? It's the same at all organic/urban hippie markets, (standing in line with a dread headed girl dressed in a potato sack talking on her cell phone) I'm not singling out Rainbow, but is the message that only the wealthy are allowed to eat better and live longer? Anyway, Rainbow was much bigger than I thought, and I was quite impressed with the diversity of goods stacked on their shelves. I found everything from children's books about potty training titled "Everyone Poops", to hemp tampons.