Retail is changing, they are trying to stay ahead of the curve and will try things that fail. Retailers who aren't trying to innovate are the ones who will ultimately lose.
Side note: People seem to enjoy hating on Hy-Vee, I'm not sure why. They are an incredible community partner, offer great benefits, employ groups of need. If you don't like to shop at Hy-Vee fine, but I don't get the hate or people who seem to hope for their demise. Our community loses if the Hy-Vee were replaced by another chain.
I personally don't hate HyVee but when I worked for a supplier of HyVee I can certainly tell you that they aren't the easiest to work with. I'm simply pointing out that they have made a lot of really expensive decisions and lets get serious, HyVee isn't just absorbing that. You can bet your a$$ they are passing that along to the customer.