I really don't like Trader Joes!
: The produce is actually not that good (lots of it is wrapped in plastic wrap and not that fresh when you get it home--several times it has been inedible when I tried it) and the frozen dinners all have this weird taste that is scarily similar no matter what you are eating! I think a good deal of TJ is just marketing and packaging--it all looks "cooler" than stuff you can buy at Safeway, but is not necessarily better. And you can get Toms cookie dough at regular grocery stores too---but homemade (with my own hands!) is so much better, and obviously much cheaper.
Living in the Bay area I have been to lots of natural food grocery stores--and I just think TJ's is like the Emperor's new clothes--it is not that great!