Even in HABA, their prices are very, very good. The store brand stuff (supplied by Topco under the TopCare label) is lower than or about equal in price to Walmart's 'Equate' brand, and have quite an extensive selection.
But anyway, this advertising to me seems to indicate that Wegmans has maybe lost some business over the last few years as customers seek out (what they perceive to be) cheaper alternatives.