Could Wal-Mart's populist strategy prove to be more "sustainable" than Whole Foods?

Consuming organic food is a health choice for many. But, is that the same as buying organic food for a good cause? The line between the two is often blurred, often deliberately by the sellers of organic food. Result - consumers often pay extra for organic food not just for health, but also to feel "virtuous". Obviously, they are entitled to spend their hard-earned money as they please. Question, do consumers really think through their logic before feeling good about their decisions? An organic food store has evolved into an outlet where you make health choices, help the small farmer, save the world from global warming, preserve the "traditional" way of life, etc., etc. Really?!

Here is an article that dares to suggest, lo and behold, that Wal-mart probably does more good than Whole Foods....