Thanks for the heads-up, Mrs Pants.
For some reason I've never shopped with Ocado. But I'll give it a go. The first thing I saw was an M&S cheeseboard £26. Every review was one star saying what a rip off it was. Doesn't inspire confidence.
Waitrose also sells some of their range via another outlet. Can't remember who right now. In Thailand they used to sell some of their products via 'Central' - an upmarket department store.
The area where we live is a bit odd. Probably quite downmarket before but now definitely up and coming. Loads of big blocks of 'luxury flats' going up. (We are currently renting one.) Yet we have the downmarket supermarkets - a relatively new Asda and we blinked and missed its arrival - a brand new Lidl.
Lidl's an odd one. Now you see it, now you don't. They change their stock very frequently. But their almond croissants are da best and they're allso good at Scottish Smoked salmon. I always wanted to live within easy walking distance of a supermarket - and now we have two!

I'm not going to be snobby about which ones they are. Of course I like Waitrose but our nearest is several miles drive away, although husband often picks up a few things on his London Days.