you can be super nice and helpful and still be pretentious. They have handwritten price tags, which certainly adds to the air of pretension. they present themselves with a veneer of a small time grocery when they are a chain. They charge way more than other chain grocery stores for the same goods, even organic and gourmet good. They are presenting themselves under the pretense of a local farmer's market, additionally.
Still, if you want to shop there and like shopping there more power to you. My SO really likes the organic blue corn tortilla chips from TJ's.