Not sure if this is sarcasm, but Walmart earnings continue to rise. Being embarrassed to shop at Walmart is largely a coastal elite bubble situation.
For a more applicable example of shame, buying "cheap Chinese crap" is usually looked down on by all demographics or alignments.
That was the joke, everyone (at least in the coastal elite) says they don't shop at Walmart, but they exist everywhere.
Same with "cheap Chinese crap" - everyone decries it, but apparently everyone is also buying it.