401 Games has lots of board games at fantastic prices, if you can bring yourself to walk to the back of the store to check them out.
Like many game stores, 401 makes a large portion of money on collectable card game sales such as Magic TCG. Because of this, there is always a crowd of people at the counter trying to buy and sell cards. I understand this is how many people make their livelihoods, but it is extremely uncomfortable trying to squeeze through the card-buyers to get to the back of the store. I can't imagine anyone coming into this store just to browse. The crowd of almost exclusively men at the counter is just too intimidating.
I don't think I have ever been offered assistance at this store. If you need help locating a game, I suggest go to the counter and ask rather than wait for someone to see that you're having difficulty finding something.
The three stars is purely for board game selection and prices; I believe they actually sell their board games at cost or just slightly above. Like I mentioned, the big money is in Magic and other cards so I'm guessing that's how they're able to sell board games so cheaply.