"Erewhon is a Consumerism NIGHTMARE" (not sure about my tag)

Just watched this and I'm shocked at the prices. I've seen the Erewhon Brand floating about but I'm not in the US - I first thought this was a Kpop star then I realized it was a grocery store when one of my students told me that she's traveling with her family to the states and I asked her what she's most looking forward to seeing and she said Erewhon. My student is 14 years old and her phone might as well be surgically attached to her hand. So, I thought it was a concert, asked her to explain and then I went down a rabbit hole and this video popped on my feed and I'm still sitting here just mind-boggled at the prices.

Are people really going out and buying 19$ single serving strawberry just to post online that they got it? What - I'm at a loss for words over here.

infamous smoothie that costs about 25$ after tax...WHAT THE HELL?