It is only "ouch" for longs if you held. I sold at 97 and 98 recently and have been waiting for a correction so I can buy low. If it gets to 80 or below, that would be beautiful, then you can start the buying. Buy on the way down - a little here and little there.
Meeting diminished expectations and increasing a penurious dividend does not a great stock make. WFM is getting exactly what it deserves. Based on valuation and growth, fair value is somewhere in the $80's. It will, as virtually always, push back over $95, probably within a month. At that time, I'll short it again. Looks like the Nov puts are going to pay off quite nicely tomorrow. Thank you longs.