I very much doubt whether vegans and body-builders do metaphorically "hold their noses as they put their cash down" - when they go shopping, they are just customers.

I used to go to Whole Foods occasionally for supplements or esoteric ingredients unavailable elsewhere. I wouldn't say that I "held my nose as I put my cash down," but I definitely had a sensation of "the people at Whole Foods are not my people." So there is something to sixes_and_sevens' example. Now I think that either Whole Foods has more mainstream appeal or I've moved toward respecting Whole Foods' position on food, so I don't feel that way as much, but I still shop there only very rarely.