OMG CHEESE!
My friend took me here on my first visit to Madison. After coming back from several months in France and feeling quite cheese deprived as of late, it was awesome to go in here. Staff was extremely friendly and happy to give suggestions.
Check out the basket of cheese orphans near the register - you can get tiny odd-shaped slices of high-end cheese to take home if you don't set aside money for a cheese budget. I tried a cheese I've never seen before - Mobay, sheep and goat milk cheese separated by a layer of ash. So good!
Plus they've got tons of cool spreads and honeys and gifty items :)