I was intrigued to find that Whole Foods low-salt garbanzo beans are only 69 cents per can, while regular garbanzos are 89 cents per can. Like all good New Yorkers, I'm looking for the catch.

From prices to aisle arrangements to lighting, Whole Foods is a place where nothing happens by chance. Millions of dollars are at stake with every configuration tailored to all nuances of consumer behavioral science. This is why you find truffles and greeting cards alongside you while you wait in line for checkout. And why they arrange the red potatoes to look smaller in the store than they do at home.

It would seem to me that most Whole Foods consumers would prefer a low-salt option, and that Whole Foods should be charging a premium for this alternative. But that's not the case: the price is almost 25% lower.

It can't be this simple.