I think one of the issues as to why some like TJ's and others do not - if you are already familiar with TJ's and shop there you will most likely continue to do so.
Folks who have never been in one are hesitant when one does open up in their areas because it is natural to compare it to local markets.
TJ's just isn't your regular grocery store. I very seldom see shoppers with full carts and multiple bags of items when they leave the store as you do in other stores.
Usually folks might have one or two bags the most, as we do.
We had TJ's back home so when they finally opened here we naturally went; some here who were not familiar with TJ's expected to see it the same as the local chain or Whole Foods.
I think that is why some get turned off by TJ's.
"" Compassion is a verb."-Thich Nhat Hanh