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.
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.