The snarkfest on social media has been in overdrive since the big bosses at Whole Foods came clean about a shocking price sticker scandal and vowed to fix it.
"Straight up, we made some mistakes," said co-CEO Walter Robb in a YouTube video with co-CEO John Mackey at his side. "We want to own that."
"Any errors were unintentional, and any claim that we are “systematically overcharging” customers is completely inaccurate," the pair said in an additional online posting.
Many fans of the pricey food outlet -- and others who just like to pile on -- have cast a jaundiced eye at the mea culpa.
On its blog, Facebook page and on Twitter, last Wednesday's apology did little to tamp down the outrage, but some were willing to cut the chain some slack over New York City's allegations that prepackaged food products are often wrongly marked with higher weights and prices.