If you bring up grocery shopping as a topic, and mention Hy-Vee, you will quickly be chastised for shopping there when Walmart and Aldi are so much cheaper. It's almost like people think they are doing a public service by trashing Hy-Vee, that's how strong the sentiment is.
I don't know about their online shopping, restaurants, clothes or whatever else they are pushing but they're at risk for losing their core customer base because of high prices. Once those customers are gone it's going to be very hard to win them back. Seems foolish to me.
@9shs+13vCdk9o hits the nail on the head!