A recent New York Times article says that Whole Foods is trying to change its image to attract more shoppers searching for everyday items. Executives hope that Whole Paycheck, the nickname it has earned due to its high-priced items, will go away.It might be a tough battle. Says the article: "Told of the company's budget pitch by a reporter, some Whole Foods customers said they had not noticed cheaper prices; a few laughed."" In our case, we love Whole Foods but have to admit to rarely shopping there because of the prices. However, the costs at our local grocery store seem to have increased so much, we might as well start hitting the Whole Paycheck.Do you think that Whole Foods is deserving of its reputation? Can it change that image, or should consumers just expect to pay more for higher quality goods?